Singapore Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 13213
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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

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 Singapore Govt
2. Strong Hub in Singapore
3. Satisfied Customer Base and Preferred Airline of Passengers

4. 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

Weaknesses

1. Relying Heavily on International Traffic
2. Increasing Competition means market share growth is less

Opportunities

1. Can Leverage the Excellent Hub which it has created in Singapore
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
2. Rising Labour Costs
3. Increasing Competition in SE Market

Competition

Competitors

1.Air India
2.Jet Airways
3.Qantas Airways 
4.Cathay Pacific




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