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1. Company Analysis In 1991, Singapore Airline is one of big successful airline companies , in term of revenue, profit, and company¡¦s good will. Well, for company analysis , I will do SWOT Analysis first, then TOWS matrix can be applied in item : 7 : Generating Alternative Strengths In department services : Due to specialisation , Singapore Airline is reputed to provide an in depth service to its customer. The product features in the aircraft contribute to good service standards. Also the effort done on internal marketing in the organisation result in the staff giving out their optimum best when it comes to delivering services. Extensive use of technology in the organisation contributes to a greater extent to this particular strength of , Singapore Airline and its singapore¡¦s sales office. Regular Customer: The survey conducted on Singapore Airline conducted on Singapore¡¦s sales office of the airlines sales are generated by regular repeat customer. This relatively wide base of regular customers provides Singapore Airline with a steady and certain income and turnover every financial year which the management can always rely upon and reckon with. Central location: Singapore Airline office is situa