The history of Singapore Airlines can be traced back to when it was founded in 1947 with Malaysian Airlines (known as Malayan Airways). Its first connected flight started from Singapore Kallang to various places such as Kuala Lampur, Ipoh and Penang. The Malaysian federation was formed in 1963 by naming the company Malaysian Airways and further changing the name to Malaysia-Singapore Airlines (MSA) in 1966. In 1972 the company MSA was split into two, Singapore Airlines and Malaysian Airlines System (renamed Malaysian Airlines Airlines). and thus Singapore International Airline (SIA) was formed (Star Alliance, 2014). SIA with its route network has surpassed 63 destinations in 35 countries serving Asia, Europe, North America, Middle East, Southwest Pacific and Africa. Having a modern fleet of 106 aircraft with an average age of just over 6 years makes SIA one of the youngest and most fuel efficient fleets of any major airline industry, as the primary submarine remains Singapore. In the financial year 2011-2012, SIA had carried over 17 million passengers, achieving a total revenue of almost $9 billion (What's Happening in the Air?, 2012). In recent years SIA has earned a reputation as an innovative market leader, combining its quality product with exceptional service. Singapore has developed into a renowned industry trend-setter and superb in-flight service which forms the foundation of its reputation for customer service and hospitality. The interest shown by Singapore Airlines to its customers is mainly emphasized by the "Singapore Girl" which has earned the airline numerous industry and travel awards, including Conde Naste Travelers' "Best Global Airline" award for 21 consecutive years, Travel and Le...... middle of paper ......nts/Marketing/Jochen %20papers/jatmheracleouswirtzstrategyorganizationsingaporeairlines2009.pdf [Accessed 24 February 2014].Star Alliance, 2014. Singapore Airlines - Star Alliance. [Online] Available at: http://www.staralliance.com/en/about/airlines/singapore_airlines/http://www.staralliance.com/en/about/airlines/singapore_airlines/ [Accessed: 23 February 2014 ]. Singapore airline. 2013. SWOT [online] Available at: http://royluowei.wordpress.com/swot/ [Accessed: 23 February 2014].TODAY online. 2014. SIA faces challenges on multiple fronts. [Online] Available at: http://www.todayonline.com/commentary/sia-faces-challenges-many-fronts [Accessed: 25 February 2014].What's happening in the air?. 2012. A little introduction to Singapore Airlines. [Online] Available at: http://whatsupintheair.wordpress.com/2012/11/06/a-little-introduction-to-singapore-airlines/b [Accessed: 23 February 2014].