Staff Union (SIASU), Singapore Government and other regulatory authority at destination country. Alpa-S is SIA’s pilot union, as pilot are normally highly trained and difficult to replace, they have a much power over the airlines and will severely affect the business if they were to go on strike. SIA often had to invite government involvement to mediate major dispute unresolved [Yun, 24th Apr 2009]. As compare with Alpa-S, SIASU had a lesser bargaining power as other staff and crew have less expertise comparing with Alpa-S and are very diversify in its members background and job scope.

Singapore government plays a role in regulating the country’s air space, handling landing rights to foreign flight and establishing new landing rights with other country [The Financial Express, 21st May 2009]. This directly impact on the route SIA able to offer and competition it will face [Calingo. P141. 1997]. As major share holder of SIA through Temasek Holding, Singapore government have the power to intervene policy and business process it needs to.

Other regulatory authority may also affect the business process of SIA, for example, recent allegation by Australian Competition and Consumer Commission (ACCC) that Singapore airline cargo enter into a price fixing cartel [ACCC, 22nd Dec 2008]. As these foreign regulatory body have limited restriction on SIA and difficult to affect SIA’s business process, the power is consider low.

5.0 Internal Analysis

5.1 Financial position

SIA is one of the few airlines that maintain its profitability over the years, the group have maintains its profitability even during 2008 financial crisis up till 2009. As of 2009, the group have assets worth SGD 24,818million and debt of SGD 1,693million, an equity-debt ratio of 0.12. The group also have a general reserve of SGD 12,815million and plans to invest SGD 12,300million in the next five year. The Earning per Share (EPS) is 89.6cents with 5.6% profit margin and have liquid asset of SGD 2,805million. These demonstrate that the co