Asiana Airlines SWOT Analysis, Competitors, STP & USP

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

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

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

Asiana Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Asiana Airlines Brand Analysis
Parent Company

Kumho Asiana Group





Tagline/ Slogan

To the heart of Seoul and beyond


Founded in 1988 and yet have received many awards for its excellent service

Asiana Airlines STP
Asiana Airlines Segmentation

Price sensitive travellers

Asiana Airlines Target Market

Price conscious travelers from upper middle class

Asiana Airlines Positioning

Low Cost Carrier

Asiana Airlines SWOT Analysis
Asiana Airlines Strengths

Below are the Strengths in the SWOT Analysis of Asiana Airlines:

1. Recipient of Airline of the Year award at world Airline Awards
2. Apart from serving destinations on 4 continents, it serves major cities in China, Japan, Southeast and Central Asia thus having a strong hold in these regions
3. Its single type fleet reduces its maintenance fee
4. Good presence as a low cost carrier

Asiana Airlines Weaknesses

Here are the weaknesses in the Asiana Airlines SWOT Analysis:

1. Lacks its own maintenance, repair and overhaul (MRO) facility, which serves as its competitive disadvantage.
2. Government interference brings limitations to certain extent

Asiana Airlines Opportunities

Following are the Opportunities in Asiana Airlines SWOT Analysis:

1. It can commit into partnership with numerous less costly airlines to enjoy their added benefits like landing slots, landing rights and brand name.
2. Rising population of Asia (middle class) will provide bigger market and greater opportunities for low cost Asiana Air lines.
3. More visibility through sponsorship and advertising

Asiana Airlines Threats

The threats in the SWOT Analysis of Asiana Airlines are as mentioned:

1. There is a user’s perception that Asiana air lines compromise on service  for keeping their costs low
2. Many FSCs have modified their entire operations structure to minimize air fare and these can be a huge competition
3. Rising Fuel and labor costs make it difficult to provide quality service at low cost

Asiana Airlines Competition

Below are the top 3 Asiana Airlines competitors:

1. Tiger Airways
2. Qatar Airways
3. Singapore Airlines

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 Asiana Airlines. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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