Singapore Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Singapore Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Singapore Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Singapore Airlines to benchmark its business & performance as compared to the competitors and industry. As of 2020, Singapore Airlines is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Singapore Airlines competitors and includes Singapore Airlines target market, segmentation, positioning & Unique Selling Proposition (USP).

Singapore Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table

Singapore Airlines

Parent Company

Temasek Holdings





Tagline/ Slogan

A Great Way To Fly


Singapore Airlines is a pioneer in service excellence

Singapore Airlines STP
Singapore Airlines Segmentation

Passengers Preferring Comfort / reliability

Singapore Airlines Target Market

Corporates / Upper Middle Class / Middle Class

Singapore Airlines Positioning

Singapore Airlines shows a comfortable way to travel by air globally

Singapore Airlines SWOT Analysis
Singapore Airlines Strengths

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

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

Singapore Airlines Opportunities

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 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

Singapore Airlines Competition

Below are the top 13 Singapore Airlines competitors:

1. Air India

2. Emirates

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Jet Airways

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Singapore Airlines. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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