SWOT Analysis of Asiana Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Kumho Asiana Group
To the heart of Seoul and beyond
Founded in 1988 and yet have received many awards for its excellent service
Price sensitive travellers
Price conscious travelers from upper middle class
Low Cost Carrier
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
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