Asiana Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Kumho Asiana Group

International

Airlines

To the heart of Seoul and beyond

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

Price sensitive travellers

Price conscious travelers from upper middle class

Low Cost Carrier

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

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

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

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

Below are the top 3 Asiana Airlines competitors:

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