Singapore Airlines

Category Management

Category management is a retailing concept in which the range of products sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories (e.g tinned fish, washing detergent, toothpastes).

Each category runs as a 'mini business' (business unit) in its own right, with it own set of turnover and/or profitability targets and strategies.

Singapore Airlines Category Management

Singapore airlines sells flight tickets divided into different class of luxury and price:

• Singapore airlines suite - This is the most expensive flight ticket that you can find in SIA products and this ticket comes with a luxurious packaging.
  (E.g own personal cabin, a selection of finest cuisine served whenever you desire, own pajamas designed by Givenchy, an own personal stylish restrooms that features a full size hollywood mirror and exhaustive range of entertainment options.

• Singapore Airlines First Class - This flight ticket is almost competent to the SIA suites.
  (E.g the largest seats, a vanity corner with mirror and drawer at every seat, high quality inflight cuisine prepared by out world renowned panel of chefs, Givenchy- desiged pajamas and Ferragamo toiletry kits and a personal 23- inch LCD screen.

• Singapore Airlines Business Class - The SIA business class is the 'least luxurious' amoung the luxury tickets.
  (E.g Most spacious seat unfolds to reveal the largest ever full-flat bed in business class, a menu specially created by our International Culinary Panel of celebrated chefs from around the globe, a loght duvet, larger pillows and fresh linen, audio and video-on-demand on a 15.4 inch personal widescreen LCD.

• Singapore Airlines Economy Class - This category is the cheapest one. However, service is not being compromised.
  (E.g an ergonomic styling of the seat, a gourment menu created by our renowned international culinary panel, an individual economy class amenity kits and a 10.6 inch widescreen LCD.
  
  Most of the merchandising is done through the website with an exhaustive and interactive description of each product, each plane , the Kirsshop, each service provided illustrated by video and image.
  The assortment of products is shallow and narrow because tey are providing services and depending on what you buy there are different services providesd.

We can put flight ticket in the category of staple products because travelling caters to all classes of income, especially to high end income groups.

Done by Lea and Yara

HRM

• Safe, healthy and happy workplace
  Take IKEA as an e.g, they set up a homely pantry areas for staffs with quick snacks like biscuits and wafers provided. Coffee and tea are also provided in order to let staffs ave a quick and light refreshments in between their shifts.
  
  There is sofa seating for staffs to be able to take a quick bite and rest on it. On top of having the above stated space, they provide a safe and healthy workplace. The store is secured by surveillance cameras, which is monitored by the security department 24/7.
  
• Training and Development
  Ikea staffs are sent for training courses during the non-peak period.
  The courses involved are for one's development in handling real situation at work. Example, going in depth of a customer service personnel, they also attended first-aid course,which comes in handy. They also attend product knowledge course in order to know in complete details of the products that they sell to the customers. This helps them to reach out to the customers better, if customer have any queries about the products.
  
• Highlight performers
  Ikea has a practice of having briefings before work commences. The staffs report for work half an hour earlier before the start of their shift. During the morning/afernoon briefing, they would highlight the sales target for the day, the feedback for the staffs and the managers on duty for the day.
  They would also feedback on errors made by staffs working on the day before, therefore, taking it as an example to not let staffs repeat the mistake. They highlight staffs who did well for previous shifts, awarding them with restaurant voucher to motivate them.

Done by Nadya