SilkAir SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 3442

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


Parent Company

Singapore Airlines





Tagline/ Slogan

A Joy to Fly


Full-fledged airline with excellent service

SilkAir STP


Full-fledged airline travelling to several international destinations

Target Group

Business travelers and tourists wanting good customer service and comfort


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

SilkAir SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1. Limited global reach compared to larger international players

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


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


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 3 main SilkAir competitors :

1. Lion Air 
2. Jet Airways
3. Tigerair

The brandguide table above concludes the SilkAir SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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