Asiana Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 3734
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SWOT Analysis of Asiana Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Asiana Airlines

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

STP

Segment

Price sensitive travellers

Target Group

Price conscious travelers from upper middle class

Positioning

Low Cost Carrier

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

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


The table above concludes the Asiana Airlines SWOT analysis along with its marketing and brand parameters.

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