Government is supportive and less restriction on the airline’s operation allowing freedom to change. Singapore have good relationship with other country Many countries are coming out from the financial crisis. Singapore Tourism Board (STB) promoting MICE with good prospect of premium business traveller. Local culture emphasize on teamwork, harmony and hardworking. Low substitution on product offered Have high bargaining power over the aircraft manufacturer THREATS Terrorism affecting airline industry Fluctuating oil price Video conferencing gaining popularity as substitute for business travelling. Budget airline in the region getting establish and possible to venture into premium market. Facing fierce competition on the industry with many equal size player Commoditizing of flight services and reduces in differentiation as competitor catching up on offering. High bargaining power of passenger and travel agents 7.0 Recommendations The following options have been considered: STRENGTH – OPPORTUNITY Using Singapore’s government connection and SIA brands and reputation, explore new market in countries with potential demand Having able to be flexible on operation, the company can divert low profitability route to country that are out of financial crisis. WEAKNESS – OPPORTUNITY Using strong R&D resources, review and develop a marketing campaign using the internet, this can bring down the marketing cost also. Having relied heavily on long haul flight and premium class for revenue, company can tapped on STB’s MICE program to promote its brands on the event’s boosting market share in this segment. STRENGTH – TREAT Having good service oriented culture and highly competence front line staff, it is possible to fostering relationship with passenger through personalize service; reduce down the effect of commoditising and crease differentiation. Having excess reserve and strong financial background, the airline can look into>