Singapore Airlines SWOT Analysis, Competitors & USP

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SWOT Analysis of Singapore Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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 :

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


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


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


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 13 main 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.


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