Singapore Airlines Background: Excerpt from Singapore Airlines website “Singapore Airlines has come a long way since our founding in 1972, evolving from a regional airline to one of the most respected travel brands in the whole world world. We fly one of the world's youngest aircraft fleets to destinations spanning a network spanning six continents, with our Singapore Girl as an internationally recognizable icon providing the high standards of care and service customers have come to expect from us. Mission Statement: Singapore Airlines is a global company committed to providing the highest quality air transportation services and maximizing returns for the benefit of its shareholders and employees. a number of challenges, ranging from the basic features of the service to the growing number of competitors entering the industry. Some challenges have been identified as follows.¬Issues faced by Singapore Airlines:1) Stronger competition from equally reliable airlines: In an online article published in Bloomberg Businessweek titled Singapore Airlines' Competition Rises, it was highlighted that “Singapore Air faces increased competition in Europe-Asia routes as Emirates Airline and Qatar Airways expand their more central hubs and win premium passengers with improved front-cabin service At the same time, regional and budget travelers are being targeted by the airlines low-cost airlines such as AirAsia and Qantas Airways' Jetstar division Last year Qatar was named the best airline in the world by ratings group Skytrax, an award Singapore Air received in three of the five years up to 2008 and has not won since. Southeast A... at the center of the paper... the airline industry. Transportation Research Part A: Policy and Practice, 42 (1), pp. 227—242 [Accessed: November 25, 2013]. Inocencio, R. 2012. Scoot: The world's newest long-haul airline takes to the skies. So, how much does super savings buy? CNN Travel, [online] June 5. Available at: http://travel.cnn.com/singapore/visit/scooting-low-cost-long-haul-skies-843151 [Accessed: 26 November 2013]. Kohlbacher, F. 2006. The use of Qualitative content analysis in case study research. 7 (1) [Accessed 25 November 2013]. Julie White, Sarah Drew, Trevor Hay, (2009) Ethnography Versus Case Study - Positioning Research and Researchers, Qualitative Research Journal, vol. 9 Iss: 1, pp.18 – 27 [Accessed: 27 November 2013]. Whiting, A. 2013. Why people use social media: A uses and gratifications approach. Qualitative Market Research: An International Journal, 16 (4), pp. 2—2 [Accessed: November 27 2013].