Singapore AirlinesCase

Kristianto WicaksanaJonathan Somba Florentina Andre Ratna Sari Raditha Ning Tyas

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COMPANY PROFILESingapore Airline has come a long way sincefounding in 1972 and was fully state owned,Singapore Airlines is a member of Star Alliance andthe International Air Transport Association. Thecompany expanded rapidly, and with a strategy ofconcentrating on customer needs by providingexceptional in-flight service, the airline quicklybecame a noteworthy competitor in the market,now Singapore Airlines become one of the worldsleading carriers with an advanced fleet of aircraft.Singapore Airlines have earned a reputation as aninnovative market leader, combining qualityproducts with excellent service. The principalactivities of the Group consist of passenger andcargo air transportation, engineering services,training of pilots, air charters and tour wholesalingand related activities.

VISION Vision statement is Singapore Airlines has a responsibility not only to be an excellent company, but also to be

an excellent citizen of the world by enhancing the lives of people we touch. With that aim in mind, we have

made many commitments to the arts and education, to our communities, and the health and welfare of our

countrys citizens, and those in countries we fly to. With this goal in mind, we have also made a strong

commitment to preserving the environment and our world for future generations.

MISSIONMission statement is Singapore Airlines is a global company dedicated to providing air transportation services

of the highest quality and to maximising returns for the benefit of its shareholders and employees.

Pursuit of ExcellenceWe strive for the highest professional standards in our work and aim to be the best in everything we do

SafetyWe regard safety as an essential part of all our operations. We maintain and adopt practices thatpromote the safety of our customers and staff

Customer FirstOur customers are foremost in our minds all the time. We go the extra mile to exceed their expectations

Concern for StaffWe value our staff and care for their well-being. We treat them with respect and dignity and seek toprovide them with appropriate training and development so that they can lead fulfilling careers.

IntegrityWe strive for fairness in all our business and working relationships

TeamworkWe work with pride as a worldwide team to achieve success together.

Competence Value Keywords Core

Excellence Professional ACH

Safety Safety IU, CSO

Customer First Customers Expectation

IU, CSO

Concern for Staff Caring & Respect IU

Integrity Fairness Relationship Building

Teamwork Togetherness T&C, DO

SINGAPORE AIRLINES DESTINATIONS

ROUTE TYPE Short-, Medium-, Long-Haul

Hub and Spoke

International Route w/ Wide body aircraft

MARKET STRUCTURESingapore airline is on mmonopolistically competitive markets with

following characteristics:

1. Each airlines makes independent decisions about price and output,

based on its services, its market, and its costs of services.

2. Knowledge airline is widely spread between participants, but it is

unlikely to be perfect.

3. The services provided are differentiated among other airlinies.

4. Airlines operating under monopolistic competition usually have to

engage in advertising. Airlines are often in fierce competition with

other (local) airline offering a similar services, and may need to

advertise on a local basis, to let customers know their differences.

WHY HUMAN CAPITAL MANAGEMENT?Based on analysis, Singapore Airlines uses Human Capital

Management because:

1. Singapore Airlines provides employees with clearly

defined and consistently communicated performance

expectations.

2. Managers are responsible for rating, rewarding and

holding employees accountable for achieving specific

business goals, creating innovation and supporting

continuous improvement.

3. Each of Singapore Airlines employee is considered as

a capital. Therefore, the employees create value to the

Singapore Airline itself.

Singapore Airlines Management

Senior Executive Vice PresidentJob Description Competence

Responsible for helping a company toachieve financial goals and objectivesand increase operating performance

Superior writing and editing skills Outstanding public speaking skills Experience developing winning communication

and campaign strategies Ability to manage and mentor junior staff Exemplary project management skills Working knowledge

Prepares budgets, creates businessesplans, and solves internal issues as theyarise.Responsible for effectively leading anaccount team, including ensuring alladministrative pieces are in place (workplan, contract, budget, projections, etc.),clients report high satisfaction, all staffclearly understand accounts andassignments, and the entire team isworking in a cooperative fashion topromote great work as well as a positiveinternal team environment

Human Capital ManagerJob Description Competence

Responsible to organization's humanresources by planning, implementing, andevaluating employee relations and humanresources policies, programs, andpractices.

Ability to influence others by example, coaching,and mentoring

Strong conversational, email, and electroniccommunication skills

High levels of integrity and judgment Must possess strong analytical and leadership

skills, the ability to manage multiple activities witha strong emphasis on detail.

Knowledge of provincial legislation onEmployment Standards, Occupational Health andSafety, and Human Rights

Responding to employee relations issues,ensure compliance with federal, state andlocal regulations, providing employeehandbooks, and advising in areas ofemployee law.

The HC Manager will proactively identifyhuman resources solutions that willimprove employee relations andcontribute to the success of clients.

Job Description

Finance ManagerJob Description Competence

Responsible for aiding business planningand decision-making tasks by providingappropriate financial advice andundertaking related accountsadministration.

detail-oriented and organized, and have strongskills in math, communication and analysis.

Knowledge of generally accepted accountingprinciples

Knowledge of federal and provincial legislationaffecting charities

Knowledge of the voluntary sectorResearching and reporting on factorsinfluencing business performanceMeets accounting financial objectives byforecasting requirements; preparing anannual budget; scheduling expenditures;analyzing variances; initiating correctiveactions.Developing financial managementmechanisms that minimize financial risk

Human Capital Supervisor Job Description Competence

Responsible to monitor the staff, creating daily report, and support staff

Familiar with a variety of the field's concepts, practices, and procedures.

Relies on extensive experience and judgment to plan and accomplish goals.

Performs a variety of tasks. May lead and direct the work of others. A wide degree of creativity and latitude is expected. Typically reports to a manager or head of a unit/department.

integrate effective HR processes,programs and practices into dailyoperationsDeliver surveys to employees.Provide advice on discipline process,conduct disciplinary review conferencesand advise on appropriate outcomes.Supervises human resources programsand policies including staffing,compensation, benefits, visa processing,employee relations, training, and healthand safety programs.

Finance Supervisor Job Description Competence

Responsible to secures financial operations by monitoring and approving financial processing, reporting, and auditing; supervising staff.

Knowledgeable in Treasury & Cash Management,Accounting Principles, Banking and FinanceSystem

Detail-oriented and organized, and have strong skills in math, communication and analysis.Supervise financial and accounting

processes and ensure adherence tocompany/federal laws.Prepare and distribute budget reportsand financial statements to managementin a timely fashionMaintains cash flow by monitoring bankbalances and cash requirements; investingexcess fundsSupports annual audit by providinginformation and answers to auditors.

Human Capital Staff Job Description Competence

Responsible to filter new job candidates, evaluate employee disciplinary, receive and process complaints

In-depth understanding of following areas: organization design, executive compensation, short term incentive, performance management, HR process, change management, HR technology solutions etc.

Strong analytical skill with high commitment to quality client service

Maintains human resources records byrecording new hires, transfers,terminations, changes in jobclassifications, merit increases; trackingvacation, sick, and personal time.Orients new employees by providingorientation information packets; reviewingcompany policies; gathering withholdingand other payroll information; explainingand obtaining signatures for benefitprograms.

Finance Staff Job Description Competence

Responsible to prepare accounts, controlling budgets, and providing advice and information to Finance Manager

Staff must possess basic mathematic skills, theability to analyze figures, knowledge of accountingprinciples and excellent verbal and written skills.

able to multi-task, establish priorities and organizeefficiently.

Knowledge of computers and familiarity withaccounting software is also essential.

Protects organization's value by keepinginformation confidential.Answers accounting and financialquestions by researching and interpretingdata.

Career Path

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