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Singapore Airlines

Case
Kristianto Wicaksana
Jonathan Somba
Florentina Andre
Ratna Sari Raditha Ning Tyas

29114305
29114307
29114312
29114357

COMPANY PROFILE
Singapore Airline has come a long way since
founding in 1972 and was fully state owned,
Singapore Airlines is a member of Star Alliance and
the International Air Transport Association. The
company expanded rapidly, and with a strategy of
concentrating on customer needs by providing
exceptional in-flight service, the airline quickly
became a noteworthy competitor in the market,
now Singapore Airlines become one of the worlds
leading carriers with an advanced fleet of aircraft.
Singapore Airlines have earned a reputation as an
innovative market leader, combining quality
products with excellent service. The principal
activities of the Group consist of passenger and
cargo air transportation, engineering services,
training of pilots, air charters and tour wholesaling
and 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.

MISSION
Mission 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 Excellence
We strive for the highest professional standards in our work and aim to be the best in everything we do
Safety
We regard safety as an essential part of all our operations. We maintain and adopt practices that
promote the safety of our customers and staff
Customer First
Our customers are foremost in our minds all the time. We go the extra mile to exceed their expectations
Concern for Staff
We value our staff and care for their well-being. We treat them with respect and dignity and seek to
provide them with appropriate training and development so that they can lead fulfilling careers.
Integrity
We strive for fairness in all our business and working relationships
Teamwork
We 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 STRUCTURE
Singapore 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 President


Job Description

Competence

Responsible for helping a company to Superior writing and editing skills


achieve financial goals and objectives Outstanding public speaking skills
and increase operating performance
Experience developing winning communication
and campaign strategies
Prepares budgets, creates businesses
plans, and solves internal issues as they Ability to manage and mentor junior staff
Exemplary project management skills
arise.
Working knowledge
Responsible for effectively leading an
account team, including ensuring all
administrative pieces are in place (work
plan, contract, budget, projections, etc.),
clients report high satisfaction, all staff
clearly
understand
accounts
and
assignments, and the entire team is
working in a cooperative fashion to
promote great work as well as a positive
internal team environment

Human Capital Manager


Job Description

Competence

Responsible to organization's human Ability to influence others by example, coaching,


resources by planning, implementing, and
and mentoring
evaluating employee relations and human Strong conversational, email, and electronic
resources policies, programs, and
communication skills
practices.
High levels of integrity and judgment
Must possess strong analytical and leadership
skills, the ability to manage multiple activities with
Responding to employee relations issues,
a strong emphasis on detail.
ensure compliance with federal, state and
of
provincial
legislation
on
local regulations, providing employee Knowledge
Employment Standards, Occupational Health and
handbooks, and advising in areas of
Safety, and Human Rights
employee law.
The HC Manager will proactively identify
human resources solutions that will
improve
employee
relations
and
contribute to the success of clients.

Finance Manager
Job Description

Competence

Responsible for aiding business planning detail-oriented and organized, and have strong
and decision-making tasks by providing
skills in math, communication and analysis.
appropriate
financial
advice
and Knowledge of generally accepted accounting
undertaking
related
accounts
principles
administration.
Knowledge of federal and provincial legislation
Jobcharities
Description
affecting
Researching and reporting on factors
Knowledge of the voluntary sector
influencing business performance
Meets accounting financial objectives by
forecasting requirements; preparing an
annual budget; scheduling expenditures;
analyzing variances; initiating corrective
actions.
Developing
financial
management
mechanisms that minimize financial risk

Human Capital Supervisor


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

Competence

Familiar with a variety of the field's concepts,


practices, and procedures.
integrate
effective
HR
processes, Relies on extensive experience and judgment to
plan and accomplish goals.
programs and practices into daily
Performs a variety of tasks. May lead and direct
operations
the work of others. A wide degree of creativity and
Deliver surveys to employees.
latitude is expected. Typically reports to a
Provide advice on discipline process,
manager or head of a unit/department.
conduct disciplinary review conferences
and advise on appropriate outcomes.
Supervises human resources programs
and
policies
including
staffing,
compensation, benefits, visa processing,
employee relations, training, and health
and safety programs.

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

Competence

Knowledgeable in Treasury & Cash Management,


Accounting Principles, Banking and Finance
System
Detail-oriented and organized, and have strong
skills in math, communication and analysis.
Supervise financial and accounting
processes and ensure adherence to
company/federal laws.
Prepare and distribute budget reports
and financial statements to management
in a timely fashion
Maintains cash flow by monitoring bank
balances and cash requirements; investing
excess funds
Supports annual audit by providing
information and answers to auditors.

Human Capital Staff


Job Description
Responsible to filter new job candidates,
evaluate employee disciplinary, receive
and process complaints
Maintains human resources records by
recording
new
hires,
transfers,
terminations,
changes
in
job
classifications, merit increases; tracking
vacation, sick, and personal time.
Orients new employees by providing
orientation information packets; reviewing
company policies; gathering withholding
and other payroll information; explaining
and obtaining signatures for benefit
programs.

Competence
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

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

Competence

Staff must possess basic mathematic skills, the


ability to analyze figures, knowledge of accounting
principles and excellent verbal and written skills.
Protects organization's value by keeping able to multi-task, establish priorities and organize
efficiently.
information confidential.
Knowledge of computers and familiarity with
Answers
accounting
and
financial
accounting software is also essential.
questions by researching and interpreting
data.

Career Path