Swire Group SWOT Analysis, USP & Competitors

Posted in Conglomerates, Total Reads: 1454

SWOT Analysis of Swire Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Swire Group

Parent Company

Swire Group




Property, products and services

Tagline/ Slogan

Value in diversity


Exceling as corporate citizen with sustainable growth strategy



Property development and investment, beverages, trading and industrial services, marine services, and aviation

Target Group

Buyers of residential, organizations, business and travel group, consumers of soft drinks, consumers of motor vehicles, footwear, builders, property developers, oil and gas wells, shipping industries, Air travelers, Airline industries


Strong recognized and trusted brand in greater China region

SWOT Analysis


1. Presence in Asia and North America employing over 120,000 people
2. Diversified revenue stream- property, beverages segment, trading and industrial segment, aviation and marine services

3. Strong industry recognition through awards in various categories – Brand image gives competitive advantage
4. Robust growth in sales and profits – revenue growing at healthy rate with strong financial base

5. Its subsidiaries are big brands like Swire Pacific, Swire Properties Cathay Pacific, Dragonair, Haeco, Steamships Trading Company


1. Legal proceedings against Cathay Pacific
2. Geographical concentration – most of revenue generated from Hong Kong and almost all revenue from Asian markets
3. Decreasing yield in all classes, especially economy class of airlines


1. Partnerships and joint ventures enhancing business
2. Increasing spending on food in emerging markets is a big market
3. New gas reserves in Asian and African seas and shale gas technology development


1. National and international regulations
2. Increasing competition
3. Soaring fuel prices could strain margins

4. Price war in aviation industry



1. Beijing Enterprises Holdings Limited
2. CSR Limited
3. Hutchison Whampoa Limited

4. PepsiCo, Inc.

5. TECO Energy Inc


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