Lion Air SWOT Analysis, USP & Competitors

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SWOT Analysis of Lion Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lion Air

Parent Company

PT Lion Mentari Airlines (Rusdi Kirana and family)


Mainly Domestic



Tagline/ Slogan

We make people fly


Indonesia’s largest privately run airline



Price conscious traveler

Target Group

Middle class / Frequent fliers


Low cost carrier

SWOT Analysis


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


1. The airline is limited to a very small market

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


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


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



1. Garuda
2. Sriwijaya Air
3. Jetstar Airways

The table above concludes the Lion Air SWOT analysis along with its marketing and brand parameters.


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