Since the firm’s Chief Executive Officer (CEO), Goh Choon Phong took the helm of the airline in 2010, the company has forged 8 new codeshare partnerships with competitor airlines (Riwo-Abudho, Njanja, and Ochieng, 2013).
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Although the airline is struggling in the North American and Southeast Asian markets, opportunities can be found elsewhere. Unique opportunities for growth exist in the Indian market. Singapore Airlines has entered into a joint venture with Indian transportation giant Tata Sons, which will culminate in a new full-service airline Vistara, that is expected to be fully operational by October 2014 (the Times of India, 2014).