Asiana Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 2797

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

Asiana Airlines

Parent Company

Kumho Asiana Group





Tagline/ Slogan

To the heart of Seoul and beyond


Founded in 1988 and yet have received many awards for its excellent service



Price sensitive travellers

Target Group

Price conscious travelers from upper middle class


Low Cost Carrier

SWOT Analysis


1. Recipient of Airline of the Year award at world Airline Awards
2. Apart from serving destinations on 4 continents, it serves major cities in China, Japan, Southeast and Central Asia thus having a strong hold in these regions
3. Its single type fleet reduces its maintenance fee
4. Good presence as a low cost carrier


1. Lacks its own maintenance, repair and overhaul (MRO) facility, which serves as its competitive disadvantage.
2. Government interference brings limitations to certain extent


1. It can commit into partnership with numerous less costly airlines to enjoy their added benefits like landing slots, landing rights and brand name.
2. Rising population of Asia (middle class) will provide bigger market and greater opportunities for low cost Asiana Air lines.
3. More visibility through sponsorship and advertising


1. There is a user’s perception that Asiana air lines compromise on service  for keeping their costs low
2. Many FSCs have modified their entire operations structure to minimize air fare and these can be a huge competition
3. Rising Fuel and labor costs make it difficult to provide quality service at low cost



1. Tiger Airways
2. Qatar Airways
3. Singapore Airlines


Looking for More Brands? Search BrandGuide

Edit the Brand or Add a New One : Contribute to BrandGuide

The brandnames and other brand information used in the brandguide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.
Utmost Care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Similar Brands in the same Sector: