SWOT Analysis of Singapore Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Singapore Airlines Parent Company Temasek Holdings Category International Sector Tagline/ Slogan A Great Way To Fly USP Singapore Airlines is a pioneer in service excellence Singapore Airlines STP Segment Passengers Preferring Comfort / reliability Target Group Corporates / Upper Middle Class / Middle Class Positioning Singapore Airlines shows a comfortable way to travel by air globally Singapore Airlines SWOT Analysis Strengths Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Singapore Airlines : 1. Singapore Airlines is a strong global airline brand with a strong backing from its government 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 Weaknesses 1. Relying Heavily on international traffic Opportunities 1. Singapore Airlines can tieup with other airlines to increase its business and reach 3. More international destinations to leverage on its high value brand image Threats 1. Rising Fuel Costs can affect margin of Singapore Airlines Singapore Airlines Competition Competitors Below are the 13 main Singapore Airlines competitors : 1. Air India 2. Emirates 7. Lufthansa 10. Air France 11. Virgin Atlantic 12. United Airlines 13. Jet Airways
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
2. Increasing competition means market share growth is less for Singapore Airlines
2. Brand New Fleet to improve customer confidence
2. Government regulations can impact operations
3. Increasing Competition can affect Singapore Airlines' market share
The brandguide table above concludes the Singapore Airlines SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
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