SilkAir SWOT Analysis, USP & Competitors

SilkAir

Parent Company

Singapore Airlines

Category

Airlines

Sector

Airlines Industry

Tagline/ Slogan

A Joy to Fly

USP

Full-fledged airline with excellent service

STP

Segment

Full-fledged airline travelling to several international destinations

Target Group

Business travelers and tourists wanting good customer service and comfort

Positioning

Best in class luxury and service with flights to destinations in SEA

SWOT Analysis

Strengths

1. Meet the needs of the customers who want a reliable and safe flight for a competitive price

2. Air tickets for short and medium haul destinations
3. Explores more exotic destinations, without diluting its brand and pricing.

4. Maintained annual double digit capacity growth, driven by the introduction of new 737-800s

5. Nearly 1500 people are employed with the brand

6. Popular frequent flyer program for loyal customers

7. It also has Tradewinds Tours and Travel as its subsidiary

8. The brand has been recognized with several awards

Weaknesses

1. Limited global reach compared to larger international players

2.  Increasing fuel and labor prices have made margins & profits very little

Opportunities

1. Long-haul low-cost operations can become core to long term evolution

2. Partnerships can be expanded 
3. Premium economy product should boost competitiveness

Threats

1. Capacity growth has unexpectedly slowed since it took its first 737-800 in Feb-2014.
2. Competition from Gulf carriers
3. Overcapacity in the regional market

Competition

Competitors

1. Lion Air 
2. Jet Airways
3. Tigerair