Pakistan International Airline SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 5744

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

Pakistan International Airline STP


Price conscious travelers

Target Group

Middle class / Traders/ Businessmen


Pakistan's largest airline

Pakistan International Airline SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Pakistan International Airline :

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

Pakistan International Airline Competition


Below are the 3 main Pakistan International Airline competitors :

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

The brandguide table above concludes the Pakistan International Airline SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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