Korean Air SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 5047
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SWOT Analysis of Korean Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Korean Air

Parent Company

Hanjin Group

Category

International

Sector

Airlines

Tagline/ Slogan

Excellence in Flight

AllUSP

Best Airline in cargo transportation area

STP

Segment

Customers looking for comfort/reliability

Target Group

Middle class/upper middle class

Positioning

Premium airlines operating globally

SWOT Analysis

Strengths

1. Wide market reach in over 45 countries
2. Strong backing of Korean Govt.
3. Involved in many eco-friendly initiatives

4. Has nearly 130 destinations across the world

5. It is amongst the top airlines in terms of passengers carried

6. Its Skypass loyalty program is hugely popular among the passengers

Weaknesses

1. Loss of market share to low cost airlines

2. Stiff competition means operations are restricted on certain important routes

Opportunities

1. Positive outlook towards Korean travel and tourism industry
2. Leverage on  Korean Air Aerospace Division (KAL-ASD)

3. More penetration in emerging economies to tap-international flyers

Threats

1. Rising fuel prices
2. Foreign currency fluctuations
3. Rising labor cost and changing govt policies

Competition

Competitors

1. Asiana Airlines
2. All Nippon Airways
3. AMR corporation


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

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