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

PT Lion Mentari Airlines (Rusdi Kirana and family)

Mainly Domestic

Airlines

We make people fly

Indonesia’s largest privately run airline

Price conscious traveler

Middle class / Frequent fliers

Low cost carrier

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

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

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

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

Below are the top 3 Lion Air competitors:

1. Garuda
2. Sriwijaya Air
3. Jetstar Airways