Chapter 1 Problem and Its Background Introduction
Success in business is possibly the ends towards which every organisation intends to achieve. However, this achieving such ends is no easy task. Management theories and organisational studies already exist in literature to provide businesses and organisation some semblance of a formula for success. Though some models may have been tried and tested in the field, there are instances that show that it is not cut-and-dried. Some models are not wholly applicable to each and every organisation making organisational success still ever so elusive. Though these models of organisational development apparently fail to establish some form of consistency with its applications, some aspects of the model still provide honest-to-goodness improvements in the organisations. It is in this regard that this paper contends that certain critical factors are the ones that trigger and consequently maintain development in the organisation. For this dissertation, the respondent company shall be Singapore Airlines. More specifically, this study intends to find the critical success factors present in the operations of Singapore Airlines.
Background of the Company
Singapore Airlines is one of the top airline companies in Asia and one of the more respected brand names in the world. The company has been flying the friendly skies, giving its passengers safe passage to anywhere in the world since 1947. As stated in its website, the company is geared towards “providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees.” The airline company currently have a hundred and forty-three destinations in at least forty-one countries in the world. Singapore Airlines boast of having to first introduce in-flight telecommunication services and first to put in operation the Airbus 380 which is currently the world’s largest commercial aircraft. With these achievements alone, there is no doubt that Singapore Airlines is one of the more prominent and successful companies in the airline industry.
Aims and Objectives
Critical success factors are essentially elements that contribute to the overall achievements of the company particularly with reference to its organisational goals. These critical success factors could be found in the internal ( 2005, 16) and external environment (1999,) of the organisation. For this dissertation, the main objective is to determine the implications of the critical success factors of Singapore Airlines to its operations. To effectively carry out this study, the following questions shall be answered:
1. How does the internal and external environment affect the operations of Singapore Airlines?
2. How does Singapore Airlines deal with the external environment in terms of?
a. The general environment (Political, Economic, Social, and Technical); and
b. The Task Environment (Customer, Supplier, Competitors, New Entrants, Substitutes)
3. How does Singapore Airlines employ deal with the internal environment in terms of?
a. Organisational Learning;
b. Management Styles;
c. Market Orientation; and
d. Organisational Flexibility
4. What are the critical success factors of Singapore Airlines?
5. What is the relationship of the critical success factors of Singapore Airlines with the overall operations of the organisation?
Chapter 2 Literature Review
Chapter 3 Methods and Procedures
Since this study has limited time and resources at its disposal, the general method that shall be employed is descriptive research. Recent studies have defined this type of research as the approach employing statistical processes like averages, percentages and frequency distributions. ( 2000) This means that this study shall use simple statistical processes to guarantee that the findings shall be clear and unambiguous. The study will also make use of both qualitative and quantitative data. This means that survey results as well as those acquired from secondary sources shall form part of the study. In doing so, the noteworthy contributions of the said processes shall help in emphasising the findings of this paper. ( 2003, 25) Hence, the shallow numerical information acquired through qualitative research and the rich information uncovered using qualitative information will be able to eventually complement each other and ultimately provide a veritable conclusion for this dissertation.
The respondents of this study shall include fifty randomly selected personnel of Singapore Airlines. The respondents shall be answering questions regarding the critical success factors of the company and how it affects the operations of the organisation. This shall commence with the use of a survey questionnaire so as to acquire a succinct and the existing interests significant to the respondents. ( 2004,) To help the researcher measure the responses of the employees, the Likert scale shall be used.
RANGE
INTERPRETATION
4.50 – 5.00
Strongly Agree
3.50 – 4.49
Agree
2.50 – 3.49
Uncertain
1.50 – 2.49
Disagree
0.00 – 1.49
Strongly Disagree
Consequently, the acquired data shall be processed using the following statistical formulae:
1. Percentage – to determine the magnitude of the responses to the questionnaire.
n
% = ——– x 100 ; n – quantity of responses
N N – overall quantity of respondents
2. Weighted Mean
f1x1 + f2x2 + f3x3 + f4x4 + f5x5
x= ——————————————— ;
xt
where: f – weight provided to each response
x – amount of responses
xt – overall amount of responses
Chapter 4 Presentation, Interpretation and Analysis of Data
Chapter 5 Conclusion and Recommendation
Bibliography
Credit:ivythesis.typepad.com
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