where as Cathay pacific had negligible marketing cost. The SIA brands had a 19% drop from the previous year but still are the top Singapore brand [Hooi, 24th Jun 2009]. Standing at about SGD 4billion, the value shows that the company are still well recognized around the worlds.

5.4 Research and development capability

The company had strong financial background and are constantly improving on in-flight entertainment and comfort. Major improvements are the launching of lie-flat bed in 2002 and the commercial launching of first Airbus 380 flight and its new airline suite class in 2007. It also becomes the first carrier to offer i-pod and i-phone connection in conjunction with new PC-application that allows the passenger to access their personal media file in-flight. The company are also the first to be able to implement interline ticketing system with all partner airlines [SIA, 2009]. These track records had proved the company have strong capability in research and development.

The company have also made plans to spend 11,800million on new aircraft over the next five year, this allows freedom to configure cabin according to latest entertainment technology available for the new aircraft. This provides opportunity to exploit new product [SIA, 2009].

5.5 Organisational structure

SIA’s organisation is divided primarily by function and has disadvantages of low responsibility at bottom level staff and compartmentalize on manager. To tackle this, SIA have a flatten organisation chart with few level of hierarchy within the organisation, this allows autonomy and create a more flexible and dynamic business that empower people to make decision and leads to job enrichment. The company also promotes independenc