SilkAir SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 2928

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


Parent Company

Singapore Airlines




Airlines Industry

Tagline/ Slogan

A Joy to Fly


Full-fledged airline with excellent service



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

SWOT Analysis


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



1. Lion Air 
2. Jet Airways
3. Tigerair

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


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