SIA fine-tunes group strategy to tackle big new challenges

Although Singapore Airlines (SIA) has forged a reputation as one of the most successful carriers in the industry, it isn't resting on its laurels. SIA is continuing to evolve and adapt its multipronged business model, as it seeks new partnerships and introduces advanced aircraft types to broaden its network capabilities.

SIA's moves are partly driven by a set of well-known strategic challenges. Competition on long-haul connecting markets is coming from the giant Middle Eastern carriers and increasingly from the Chinese mainland airlines.

Closer to home, LCCs in Asia are continuing to ramp up their fleets with vast order backlogs. And other Asian hubs are attempting to emulate the success of Singapore's Changi Airport as a global connection point.