Singapore Airlines SWOT Analysis

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

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

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

Let us start the SWOT Analysis below:

Singapore Airlines Strengths

The strengths of Singapore Airlines looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. Below are the Strengths in the SWOT Analysis of Singapore Airlines :

1. Singapore Airlines is a strong global airline brand with a strong backing from its government
2. Based out of Singapore, it has a good access to Europe, Asia and Australasia
3. Singapore Airlines has a satisfied customer base and is a preferred airline of passengers

4. Singapore Airlines is one of the top airline brands in terms of market capitalisation and number of passengers carried

5. Known for its premium and excellent service and unparalleled customer service and hospitality

6. Excellent branding and marketing has made Singapore Airlines one of the few airlines having very high recall

7. Over 60 destinations in nearly 35 countries across the 6 continents

8. High brand visibility of Singapore Airlines through sponsorship of events

Singapore Airlines Weaknesses

The weaknesses of a brand are certain aspects of its business which it can improve. Here are the weaknesses in the Singapore Airlines SWOT Analysis:

1. Relying Heavily on international traffic
2. Increasing competition means market share growth is less for Singapore Airlines

Read more about Singapore Airlines

Singapore Airlines Opportunities

The opportunities for any brand can include prospects of future growth. Following are the opportunities in Singapore Airlines SWOT Analysis:

1. Singapore Airlines can tieup with other airlines to increase its business and reach
2. Brand New Fleet to improve customer confidence

3. More international destinations to leverage on its high value brand image

Singapore Airlines Threats

The threats for any business can be external factors which can negatively impact its business. The threats in the SWOT Analysis of Singapore Airlines are as mentioned:

1. Rising Fuel Costs can affect margin of Singapore Airlines
2. Government regulations can impact operations
3. Increasing Competition can affect Singapore Airlines' market share

Hence this concludes the Singapore Airlines SWOT analysis.

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About Singapore Airlines

Singapore Airlines

Parent Company

Temasek Holdings





Tagline/ Slogan

A Great Way To Fly


Singapore Airlines is a pioneer in service excellence

Singapore Airlines STP

Passengers Preferring Comfort / reliability

Target Market

Corporates / Upper Middle Class / Middle Class


Singapore Airlines shows a comfortable way to travel by air globally

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.

Browse marketing analysis of more brands and companies similar to Singapore Airlines. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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