Aviation Assignment: Singapore Airlines And South-East Asia

Singapore airlines and South-East Asia
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Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc480994388"
Part I: Company profile  PAGEREF _Toc480994388 \h
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1.0 Background  PAGEREF _Toc480994389 \h
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Part II: Regional Profile  PAGEREF _Toc480994390 \h
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2.0 The size of the airline industry in South-East Asia  PAGEREF _Toc480994391 \h
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Part III: External Strategic Analysis  PAGEREF _Toc480994392 \h
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3.0 South-East Asia regional economies  PAGEREF _Toc480994393 \h
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4.0 South-East Asia regional tourism and key events  PAGEREF _Toc480994394 \h
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5.0 Bilateral agreements  PAGEREF _Toc480994395 \h
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Part IV: Internal Strategic Analysis  PAGEREF _Toc480994396 \h
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6.0 Competition  PAGEREF _Toc480994397 \h
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SWOT Analysis  PAGEREF _Toc480994398 \h
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Strengths  PAGEREF _Toc480994399 \h
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Weaknesses  PAGEREF _Toc480994400 \h
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Opportunities  PAGEREF _Toc480994401 \h
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Threats  PAGEREF _Toc480994402 \h
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7.0 References  PAGEREF _Toc480994403 \h
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Singapore Airlines and South-East Asia
Part I: Company profile
1.0 Background
Singapore Airline was started in 1937 as Malayan Airways; however, the airline was later joined by British Imperial Airways, Ocean Steamship Company of Liverpool and Straits Steamship Company. However, due to economic uncertainties caused by the Second World War, the airline remained inactive and became operational after the war in 1947. Malayan Airways’ first flight was from Kellang Airport in Singapore to Kuala Lumpur on 2nd April, 1947. However, the number of flights increased to three flights in a week on the same route before venturing on other destinations such as; Kota Bahru destination, Kuantan destination, Penang destination and Ipoh destination. The company expanded rapidly through acquisition of extra aircrafts and opened up major destinations globally. However, the political uncertainties led to change of airline’s name from Malaysian Airline to Malaysia-Singapore Airline (MSA) in the year 1966. After renaming the airline, the Malaysian and Singapore increased their share holding to 42.79 percent each through injecting more capital. However, remaining shares were acquired by Qantas, Ocean Steamship Company, Straits Steamship Company, Brunei government and BOAC. However, political differences between the two countries in 1971 led to termination of the MSA alliance. Therefore, the properties of MSA alliance were divided between the two nations and Singapore taking the biggest share although it compensated Malaysia for the unequal property sharing. Singapo...