Singapore Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 26378

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. Singapore Airlines is one of the leading brands in the airlines sector. The table below also lists the top Singapore Airlines competitors and elaborates Singapore Airlines market segmentation, target group, positioning & Unique Selling Proposition (USP).

Singapore Airlines SWOT, Competitors, Marketing STP & 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

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class


Singapore Airlines shows a comfortable way to travel by air globally

Singapore Airlines SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Singapore Airlines. Strengths are:

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


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


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


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

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. Browse marketing analysis of more brands and companies similar to Singapore Airlines. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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