Over the years SIA has built a very strong brand name and reputation. It has been recognized as a trend-setter in the aviation industry, mainly when it comes to innovation, service excellence and safety. The main shareholder of SIA is the Government of Singapore, SIA has always received a lot of support from the government. It os also known as the parent airline when it comes to the Singapore Airline Group of Companies. The Singapore girl has been one of the biggest campaingns that has been performed by SIA and is a symbol of the excellent service quality that the airline provides to its customers. Mr Yap Kim Wah, SIA's Senior Vice President responsible for Product and Service, explained "We have a high reputation for service and that means that when someone flies with us they come with high expectations. But still we want them to come away saying 'Wow! That was something out of the ordinary'."(Wirtz &Jonston, 2001). From the innovation point of view SIA was one of the first airlines that came up with the idea of a variety of meals that could be offered to the customers travelling by the economy class.
SIA throught the years has been very well recognized for itsÂ ground services. The company has always been known forÂ providing superior services and they achieved it by building a strong network of completely owned subsidiaries and joint ventures to provideÂ operational support in sectors such as catering, terminal management, and aircraft maintenance. The subsidiaries were majorly managed as an independent entities and itÂ had to proposal for ordersÂ from the parent company. In several core areas they were ranked as number one. One of the chief groups was The Singapore Airlines Terminal Services (SATS).Â It mailny included services such as catering, baggage handling, etc. SATS are one of the hugest kitchens in the world located at the Changi International Airport. The Changi International Airport is one of the best airports in the world, that has the ability and skills to provide the baggage to the guests after 10 minutes of arrival. At the corporate level, SIA follows a strategy of related diversification. The Singapore Airline Group has 36 direct subsidiaries and associated companies (Singapore Airlines, 2008). SIA's website is one of the most advanced and user friendly in the industry, where customers can check schedules, buy tickets, check into a flight, manage their frequent flyer (Doganis 2006).
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