Thai Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 6454
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SWOT Analysis of Thai Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Brand Name

Thai Airways

Parent Company

Government of Thailand

Category

International

Sector

Airlines

Tagline/ Punchline/ Slogan

Smooth as silk

USP

Premium Airline, Upper Middle Class, Middle Class

STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Premium

SWOT

Strengths

1. Strong Backing of Thai Govt

2. Over 60 international and 10 domestic destinations in 35 countries

3. Actively involved in sponsoring sports teams and events to increase its visibility

4. Was awarded as the most hygienic airline and appreciated by WHO

5. Its Royal Silk and Royal First premium classes provide excellent experience and hospitality to its customers

6. Nearly 100 carriers form a strong fleet size

Weaknesses

1. Number of international routes are restricted

2. Market share growth is less due to intense competition from other international airlines

Opportunities

1. Developing Suvarnabhoomi Airport as a major hub can be a boost for the airline
2. Tourism is major industry and the airline can benefit from it.

Threats

1. Rising Fuel Costs
2. Rising Labour Costs
3. Increasing Competition in SE Market

Competitors

1. Singapore Airlines 
2. Cathay Pacific 
3. Qantas Airways




































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