“I have great respect for Singaporeans who come here,to China to set up their businesses. It is not easy and also requires a global outlook. In fact, by being here (in China), all of you, be it setting up your own business, or working for an MNC, already possess an advantage over your peers and friends back in Singapore. That is because you have already taken the first step.” From enforcing Singapore Airlines Ltd (SIA)’s vision to be a global company, to taking decisive measures in ensuring SIA stays relevant in today’s fast-evolving technological landscape, to weathering the myriad geopolitical, environmental, and biological challenges posed by the highly sensitive global air travel industry, Mr Stephen Lee, Chairman of SIA, has seen much. During the Singapore Speaker Series (SSS) sharing, a lot was shared in this illuminating session organized by the Overseas Singaporean Unit (OSU) for Singaporean businessmen, professionals and students based in Shanghai, where the esteemed leader of Singapore’s flagship airline carrier shared his insights and concerns on the airline industry and also, on entrepreneurship. The sharing session explored some of the challenges of the airline business in specific, including fragmented market segments, leading to increasing competition among the various airlines with their aggressive and emerging growth, global economic weakness, and volatile fuel costs. To tackle these ever-changing and dynamic challenges, brand positioning (品牌定位) of the company is thus very important. SIA prided itself in being one of the leading airlines in the industry, with its world-class airport, the Changi Airport. The association of SIA with the iconic Singaporean girl brand icon then, serves as a way to humanize and personify the brand, epitomized the high level of professionalism and service provided. With the service crew being sent for training for a period of 15 weeks, much more than the industrial standard, and refresher courses being invested as well, it is no wonder why the manpower costs makes up around 20% of the company’s operating costs. Customer experience is further enhanced through optimizing flight connectivity and enhancing transits. Following the presentation, it is time where we students look forward to, the networking session. To put it plainly, it is time for us Singaporeans to “chiong” out to the extensive array of buffet food items. We witnessed the familiar queue-forming with transparent barricades. There was Laksa (Coconut soup based noodles), delicious cold duck salad, chicken rice, and roasted duck. There was also ‘Bah Kut Teh’ (Pepper Pork-ribbs Soup) beside a pot of Tom Yum soup. A lady I met while queueing was deciding between the two - and in the end she picked the latter. And I quote, “You know one is a true Singaporean when he picks the BKT instead of tom yum soup”. Truly, Singaporeans indeed. Before I end off, here is just background with regards to the Singapore Speakers Series event: The Singapore Speakers Series is a high-signature event aimed at fostering greater interaction between eminent Singapore-based leaders and the overseas Singaporean community residing in cities with significant pockets of overseas Singaporeans such as New York, London, Sydney, Melbourne, Beijing, and Shanghai. *As long as you are interested in learning, please join us at our next Singapore Speakers Series! Contact me for more information: Hilary Pang – [email protected]
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SHEN
申城 (shen cheng) is an ancient name for Shanghai.
As a group of NUS and NOC students who are in Shanghai for a year-long internship programme, we have named our student organisation as SHEN (Shanghai House of Entrepreneurs). Archives
November 2017
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