Valuair SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 1134

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


Parent Company

Jetstar Asia Airways




Airlines industry

Tagline/ Slogan

Way Smarter


Low cost carrier while retaining the benefits of frills



Low cost airlines

Target Group

Travelers wanting a low cost fare but unwilling to give up on extra amenities


Airline with extra frills without compromising on low cost tickets.

SWOT Analysis


1. Able to provide better service than competing low cost carriers while still retaining sizeable profit margins
2. Boom in SEA tourism industry leading to high capacity utilization across its routes
3. Extensive domestic and regional presence as it is one of the top three service providers

4. Strong  route network serving both domestic and international routes

5. Value for money for the people travelling in the South East Asian region


1. Employees strike’s always a concern due to strong unions and low wages
2. High maintenance overhead due to aging aircrafts and limited brand visibilty


1. Route expansion in SEA with increase in demand due to tourism
2. Increase in share of business travelers who like frills
3. Introduction of new ticket tiers can attract customers who like to customize the service and frills they are buying


1. High fuel costs diminishing margin per ticket
2. Intense competition from other low cost carriers
3. 80% of costs are fixed which can impact profit if flights don’t run on high capacity



1. Tigerair 
2. Lion Air
3. AirAsia

4. Indonesia AirAsia

5. Singapore Airlines

The table above concludes the Valuair SWOT analysis along with its marketing and brand parameters.


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