Asiana Airlines SWOT Analysis, Competitors & USP

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

SWOT analysis of Asiana Airlines analyses the brand by 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. Asiana Airlines is one of the leading brands in the airlines sector.

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

SWOT Analysis of Asiana Airlines

For Asiana Airlines, 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.

Asiana Airlines Strengths

The strengths of Asiana Airlines 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 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

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 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

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 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 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 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 Competitors

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

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

Hence this concludes the Asiana Airlines SWOT analysis.

Continue reading more about the brand/company.

About Asiana Airlines

Asiana Airlines Overview
Parent Company

Kumho Asiana Group

Category

International

Sector

Airlines

Tagline/ Slogan

To the heart of Seoul and beyond

USP

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

Asiana Airlines STP
Segmentation

Price sensitive travellers

Target Market

Price conscious travelers from upper middle class

Positioning

Low Cost Carrier


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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