Singapore Airlines SWOT Analysis, USP & Competitors

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SWOT Analysis of Singapore Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Singapore Airlines

Parent Company

Temasek Holdings

Category

International

Sector

Airlines

Tagline/ Slogan

A Great Way To Fly

USP

Singapore Airlines is a pioneer in service excellence

Singapore Airlines STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Singapore Airlines shows a comfortable way to travel by air globally

Singapore Airlines SWOT Analysis

Strengths

1. Singapore Airlines is a strong global airline brand with a strong backing from its government
2. Based out of Singapore, it has a good access to Europe, Asia and Australasia
3. Singapore Airlines has a satisfied customer base and is a preferred airline of passengers

4. Singapore Airlines is one of the top airline brands in terms of market capitalisation and number of passengers carried

5. Known for its premium and excellent service and unparalleled customer service and hospitality

6. Excellent branding and marketing has made Singapore Airlines one of the few airlines having very high recall

7. Over 60 destinations in nearly 35 countries across the 6 continents

8. High brand visibility of Singapore Airlines through sponsorship of events

Weaknesses

1. Relying Heavily on international traffic
2. Increasing competition means market share growth is less for Singapore Airlines

Opportunities

1. Singapore Airlines can tieup with other airlines to increase its business and reach
2. Brand New Fleet to improve customer confidence

3. More international destinations to leverage on its high value brand image

Threats

1. Rising Fuel Costs can affect margin of Singapore Airlines
2. Government regulations can impact operations
3. Increasing Competition can affect Singapore Airlines' market share

Competition

Competitors

1. Air India

2. Emirates

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Jet Airways


The table above concludes the Singapore Airlines SWOT analysis along with its marketing strategy and brand parameters.

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