Japan Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 3604
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SWOT Analysis of Japan Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Japan Airlines

Parent Company

Japan Airlines Co Ltd (JAL)

Category

International

Sector

Airlines

Tagline/ Slogan

Dream Skywards

USP

One of the top largest airline in world and official sponsor of Japan's national football team

STP

Segment

Leisure travelers / cost conscious travelers

Target Group

Upper middle class / middle class

Positioning

Value for money

SWOT Analysis

Strengths

1. Japan Airlines is seeking an IPO listing becoming one of the biggest companies globally

2. Provides services to 220 destinations in 35 countries world wide and hence has a strong global presence
3. The airline and four of its subsidiaries cater to different customer segments from Leisure to cost conscious travelers
4. Carried over 50 million passengers annually

Weaknesses

1. After filing for bankruptcy it had to cut its employee strength by one third of its total employees
2. Brand awareness and lesser than major global airlines
3. It has a complex business structure making it a bit difficult to quickly adapt to changes

Opportunities

1. Growing airline passenger traffic in Asia-Pacific

2. Partnership with AEON
3. Increase service to more international destinations via codesharing agreements

Threats

1. Recent Tsunami in Japan decreased the number air travels going in Japan drastically
2. Rising fuel cost and labor cost
3.Political tenses between Japan and China are making it difficult for Japan Airlines to fly over the East China sea

Competition

Competitors

1. Delta Airlines
2. Singapore Airlines
3. All Nippon Airlines



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