Students will conduct primary (as available) and secondary research, present opinions while they compare and contrast corporate strategies as it relates to the HRM function. Students will also develop...

Answer 1:
For this assignment two companies in concern are Singapore Airlines (SIA) and Airline
Kulula from airlines industry. The generic strategy of Singapore Airlines is differentiation
strategy whereas that of Airline Kulula is low cost strategy. Singapore Airlines differentiates
itself by its excellent quality of services. Airline Kulula provides low cost economic travel option
for common people travelling on leisure with budget constraint and they are not much concerned
about services and facilities. A comparison of the practices of these two organizations with
particular emphasis on the impact these business strategies have on the different aspects of
human resource management functions are explained below.
HR function Singapore Airlines Airline Kulula
Recruitment
and selection
1. The cabin crew is recruited through a
igorous selection process. (Ford et.al.,
2001)
2. Both attitude and aptitude of the
employees are evaluated when
ecruiting. High knowledge levels and
excellent skill are important criteria as
SIA aims at being the best customer
service providing airlines in the world.
3. Cultural fit is another important
aspect.
1. The recruitment process is less
igorous as compared to SIA.
2. The company looks at recruiting
candidates with moderate to high
skills who can serve the customers in
a decent way.
3. Airline Kulula also identifies the
cultural fit of the candidates for
ecruitment.
Orientation For Singapore airlines, 1. The airlines have excellent training
and training customer expectations are high.
Serving customers and meeting their
expectations is an exhausting job. To
enable the staff take up this challenge:
1. SIA has a state-of-art training centre
where it trains its staff in the art and
excellence of customer service. (Miles
& Mangold, 2004)
2. The training is meant for its entire
staff in all organization levels.
3. SIA has its own pilot training college
with flight simulators.
facility to employees in the Kulula
way of serving customers – adding an
element of humor.
2. Kalula focuses on offering special
enefits to customers so that the
customers feel they are receiving
value for money. The employees are
trained to live up to these
expectations of the customers.
3. The objective is to demystify air
travel, as its target customers were
masses and the company also targets
the first time fliers (Kulula.com: Now
anyone can fly). So the staff is trained
to assist such customers.
Performance
appraisal
1. SIA staffs undergo periodic
performance appraisals.
2. High performance and high
potential staff are identified and trained
for taking up new job roles and high
esponsibility (Miles & Mangold,
2004)
3. When an individual grows in his
1. Performance appraisals are
conducted twice a year and regular
feedbacks are given to the employees
throughout the year.
2. Bonuses and promotions are based
on the performance appraisal of the
employees.
3. The company uses performance
career and enters a senior management
team, he has good knowledge and
understanding of the depth and
eadth
of operations and scope of SIA.
appraisals as a retention strategy for
the company.
Compensation 1. The staff is very highly paid.
2. Numerous financial and benefits are
provided to...