SIA

SIA: "Attractive" marketing by SIA is now critical for the group, as it increasingly relies on top-quality service to distinguish itself from its competitors. This contrasts with days that it once had, when SIA led the pack with superior hardware, new planes, flat beds and the latest in-flight movies. Now, these are offered by all top-tier carriers, including Emirates and Cathay Pacific. Valuation wise, its 0.84x P/B is sliding down fast, one standard deviation below its historical average of 1.1x, as the group actively seek out ways to differentiate itself from the tough competition. "Apparent essence of the Singapore Girl and her gentle, caring ways remain especially relevant today", cites SIA executive vice- president (commercial) Mak Swee Wah.