Korean Air SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Korean Air analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Korean Air 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 Korean Air to benchmark its business & performance as compared to the competitors and industry. As of 2020, Korean Air is one of the leading brands in the airlines sector.

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

Korean Air SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Korean Air Brand Analysis
Parent Company

Hanjin Group





Tagline/ Slogan

Excellence in Flight


Best Airline in cargo transportation area

Korean Air STP
Korean Air Segmentation

Customers looking for comfort/reliability

Korean Air Target Market

Middle class/upper middle class

Korean Air Positioning

Premium airlines operating globally

Korean Air SWOT Analysis
Korean Air Strengths

Below are the Strengths in the SWOT Analysis of Korean Air:

1. Wide market reach in over 45 countries
2. Strong backing of Korean Govt.
3. Involved in many eco-friendly initiatives

4. Has nearly 130 destinations across the world

5. It is amongst the top airlines in terms of passengers carried

6. Its Skypass loyalty program is hugely popular among the passengers

Korean Air Weaknesses

Here are the weaknesses in the Korean Air SWOT Analysis:

1. Loss of market share to low cost airlines

2. Stiff competition means operations are restricted on certain important routes

Korean Air Opportunities

Following are the Opportunities in Korean Air SWOT Analysis:

1. Positive outlook towards Korean travel and tourism industry
2. Leverage on  Korean Air Aerospace Division (KAL-ASD)

3. More penetration in emerging economies to tap-international flyers

Korean Air Threats

The threats in the SWOT Analysis of Korean Air are as mentioned:

1. Rising fuel prices
2. Foreign currency fluctuations
3. Rising labor cost and changing govt policies

Korean Air Competition

Below are the top 3 Korean Air competitors:

1. Asiana Airlines
2. All Nippon Airways
3. AMR corporation

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 Korean Air. 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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