Singapore Airlines (SIA) is an industry leader in international air services. SIA has won prestigious awards for its services, managed to remain profitable during trying economic times, and in general is looked upon as the organization that all other airlines need to measure up to. This phenomenal feat was not accomplished overnight. By presenting an overview of SIAs history, a detail of their products and services, and an internal and external environmental analysis this paper seeks to determine how these forces have affected SIAs services marketing. By understanding this, one can better understand the secret to SIAs success in their very competitive industry.
