SilkAir SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of SilkAir analyses the brand/company with its strengths, weaknesses, opportunities & threats. In SilkAir SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like SilkAir to benchmark its business & performance as compared to the competitors and industry. As of 2020, SilkAir is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top SilkAir competitors and includes SilkAir target market, segmentation, positioning & Unique Selling Proposition (USP).

SilkAir SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
SilkAir Brand Analysis
Parent Company

Singapore Airlines





Tagline/ Slogan

A Joy to Fly


Full-fledged airline with excellent service

SilkAir STP
SilkAir Segmentation

Full-fledged airline travelling to several international destinations

SilkAir Target Market

Business travelers and tourists wanting good customer service and comfort

SilkAir Positioning

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

SilkAir SWOT Analysis
SilkAir Strengths

Below are the Strengths in the SWOT Analysis of SilkAir:

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

SilkAir Weaknesses

Here are the weaknesses in the SilkAir SWOT Analysis:

1. Limited global reach compared to larger international players

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

SilkAir Opportunities

Following are the Opportunities in SilkAir SWOT Analysis:

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

SilkAir Threats

The threats in the SWOT Analysis of SilkAir are as mentioned:

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

SilkAir Competition

Below are the top 3 SilkAir competitors:

1. Lion Air 
2. Jet Airways
3. Tigerair

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to SilkAir. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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