Korean Air SWOT Analysis, USP & Competitors

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SWOT Analysis of Korean Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Korean Air

Parent Company

Hanjin Group





Tagline/ Slogan

Excellence in Flight


Best Airline in cargo transportation area



Customers looking for comfort/reliability

Target Group

Middle class/upper middle class


Premium airlines operating globally

SWOT Analysis


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


1. Loss of market share to low cost airlines

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


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


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



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

The table above concludes the Korean Air SWOT analysis along with its marketing and brand parameters.


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