China Eastern Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 2670

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

China Eastern Airlines

Parent Company

China Eastern Airlines Corporation Limited


International Airlines



Tagline/ Slogan

Traveling the globe, making dreams come true


China's second-largest carrier by passenger numbers and the world’s third-biggest carriers by market value



Customers looking for cost effectiveness

Target Group

Middle class and upper middle class


Mid-priced airline (neither cheap nor too expensive)

SWOT Analysis


1. Strong hubs at Shanghai Pudong International  Airport and Shanghai Hongqiao International Airport and carried 65 million domestic and international passengers

2.  Merger with Shanghai Airlines ensured strong presence in domestic Chinese market

3. Strong presence on routes in Asia, North America and Australia

4. Started operations to New York from Shanghai, making it the longest non-stop route for the airline.


1. The Chinese government has a majority ownership stake in China Eastern Airlines hence there is not much flexibility of operations
2. Lack of online presence as compared to other airlines


1. Scope to start services to Rome and other European destinations
2. Leverage on strong brand image in the domestic market


1. Government interference in the operations can be a hindrance in growth
2. Increasing cost of fuel
3. Increasing online presence of other airlines and better services provided at the same cost



1. Air China
2. China Southern Airlines
3. Air India


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