Thai Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 8475

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

Brand Name

Thai Airways

Parent Company

Government of Thailand





Tagline/ Punchline/ Slogan

Smooth as silk


Premium Airline, Upper Middle Class, Middle Class



Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class





1. Strong Backing of Thai Govt

2. Over 60 international and 10 domestic destinations in 35 countries

3. Actively involved in sponsoring sports teams and events to increase its visibility

4. Was awarded as the most hygienic airline and appreciated by WHO

5. Its Royal Silk and Royal First premium classes provide excellent experience and hospitality to its customers

6. Nearly 100 carriers form a strong fleet size


1. Number of international routes are restricted

2. Market share growth is less due to intense competition from other international airlines


1. Developing Suvarnabhoomi Airport as a major hub can be a boost for the airline
2. Tourism is major industry and the airline can benefit from it.


1. Rising Fuel Costs
2. Rising Labour Costs
3. Increasing Competition in SE Market


1. Singapore Airlines 
2. Cathay Pacific 
3. Qantas Airways

You can suggest changes or add new brands in the BrandGuide section. To contribute, kindly click here.

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


Browse marketing analysis of more brands and companies similar to Thai Airways. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:

Similar Brands in the same Sector: