Korean Air SWOT Analysis, Competitors & USP

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

SWOT analysis of Korean Air analyses the brand by 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. Korean Air is one of the leading brands in the airlines sector.

The article below lists the Korean Air SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Korean Air SWOT Analysis:

SWOT Analysis of Korean Air

For Korean Air, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Korean Air Strengths

The strengths of Korean Air looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Korean Air:

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

Hence this concludes the Korean Air SWOT analysis.

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About Korean Air

Korean Air Overview
Parent Company

Hanjin Group





Tagline/ Slogan

Excellence in Flight


Best Airline in cargo transportation area

Korean Air STP

Customers looking for comfort/reliability

Target Market

Middle class/upper middle class


Premium airlines operating globally

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.

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