Lion Air SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Lion Air analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Lion Air 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 Lion Air to benchmark its business & performance as compared to the competitors and industry. As of 2020, Lion Air is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lion Air competitors and includes Lion Air target market, segmentation, positioning & Unique Selling Proposition (USP).

Lion Air SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lion Air Brand Analysis
Parent Company

PT Lion Mentari Airlines (Rusdi Kirana and family)


Mainly Domestic



Tagline/ Slogan

We make people fly


Indonesia’s largest privately run airline

Lion Air STP
Lion Air Segmentation

Price conscious traveler

Lion Air Target Market

Middle class / Frequent fliers

Lion Air Positioning

Low cost carrier

Lion Air SWOT Analysis
Lion Air Strengths

Below are the Strengths in the SWOT Analysis of Lion Air:

1. It has the largest share of the domestic market share
2. A very strong name in Indonesian market with High top of the mind recall
3. The airline jointly announced with Boeing for a record-setting order of 200+ Boeing 737 MAX and Boeing 737-900ER planes setting the record for the world's biggest single order of 230 planes

4. Financially strong and good reputation of the brand

Lion Air Weaknesses

Here are the weaknesses in the Lion Air SWOT Analysis:

1. The airline is limited to a very small market

2. Controversies involving the pilots affected the image of the company

Lion Air Opportunities

Following are the Opportunities in Lion Air SWOT Analysis:

1. Increase in destinations and services of cargo being offered
2. Lion Air along with its National Aerospace & Defense Industries signed a JV agreement to set up a new airline in Malaysia
3. Global tie-ups with international airlines and destinations

Lion Air Threats

The threats in the SWOT Analysis of Lion Air are as mentioned:

1. Negative perception about the airline regarding safety measures
2. Increasing fuel cost
3. With many orders of aircrafts in place, maintenance cost in the future will be very high

Lion Air Competition

Below are the top 3 Lion Air competitors:

1. Garuda
2. Sriwijaya Air
3. Jetstar Airways

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lion Air. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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