Pakistan International Airline SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 4691

SWOT Analysis of Pakistan International Airline with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pakistan International Airline

Parent Company

Government of Pakistan





Tagline/ Slogan

Great People to Fly With


Asia's first jet operator



Price conscious travelers

Target Group

Middle class / Traders/ Businessmen


Pakistan's largest airline

SWOT Analysis


1. Highest market share at domestic network
2. Being the oldest airline of Pakistan, it has a very strong brand image in the domestic market
3. Subsidized fares makes it possible for the Airline to provide services at affordable prices

4. Strategic location of main hub at Karachi, Pakistan's capital, makes it possible to serve various domestic and international destinations


1. Lack of integrated brand promotions as compared to competitors
2. Old aging fleet of PIA causing higher operating cost
3. Loyalty programs not being used to the fullest


1. PIA has largest domestic network and by proper route allocation, PIA can generate huge amount of revenue with higher profit.
2. Due to subsidized fares, it can maintain a competitive edge over its competitors
3. Proper use of loyalty programs can lead to increased customer loyalty


1. Negative perception about the country regarding terrorism
2. Political instability in the country makes it difficult to expand reach due to changing rules and regulations
3. Effective branding strategies adopted by competitors will dilute its brand image in the global market



1. Emirates
2. Shaheen Air International
3. Saudi Arabian Airlines

The table above concludes the Pakistan International Airline SWOT analysis along with its marketing and brand parameters.


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