Thai Airways SWOT Analysis

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

Thai Airways SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Thai Airways, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Thai Airways is one of the leading brands in the airlines sector. The article below lists the Thai Airways SWOT and includes its target market, segmentation, positioning & USP.

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

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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.

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