China Southern Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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

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

China Southern Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
China Southern Airways Brand Analysis
Parent Company

China Southern Airlines Co., Ltd.





Tagline/ Slogan

Always Cheaper Than On The Ground


One of Asia's largest airline in terms of both fleet size and passengers carried

China Southern Airways STP
China Southern Airways Segmentation

Customers looking for punctuality and efficiency

China Southern Airways Target Market

Middle class / Upper middle class

China Southern Airways Positioning

Smooth and efficient operations

China Southern Airways SWOT Analysis
China Southern Airways Strengths

Below are the Strengths in the SWOT Analysis of China Southern Airways:

1. Largest air transport network in China with access to over 150 cities and over 600 domestic routes.

2. Centrally located in Guangdong for easy access to the rapid industrial growth of the Pearl River Delta.

3. Culturally, politically, linguistically, and historically synchronized with the Chinese market and the changes occurring within Chinese air transport.

4. Largest domestic cargo carrier

5. History as State Owned Entity and residual access and political access with the Civil Aviation Administration of China.

China Southern Airways Weaknesses

Here are the weaknesses in the China Southern Airways SWOT Analysis:

1.  Small air cargo business segment and limited experience in air cargo freight and overnight transport logistics.

2. Undergoing continuous business reorganization and cultural change due to Chinese air transport deregulation, recent acquisitions, and alliances.

China Southern Airways Opportunities

Following are the Opportunities in China Southern Airways SWOT Analysis:

1. Utilize first-to-market advantage to build customer loyalty and to “lock-in” air cargo customers via contract and real-time technology before competitors commence expanded services in Chinese domestic market.

2. Utilize cultural background to implement Chinese air cargo information technology that reduces costs for independent shippers/forwarders in China through real time shipment communication.

3. Establish communication centres to accurately predict package/cargo volume and to reduce wasted belly space on domestic routes.

China Southern Airways Threats

The threats in the SWOT Analysis of China Southern Airways are as mentioned:

1. Increased domestic Chinese competition and resultant decreases in scale economies.

2. Inadequate grants of slot space and access to international hubs to compete internationally in the absence of further follow-through with alliances.

3. Increased competition from substitutes as Chinese surface transport infrastructure develops.

4. Jet Fuel price increases causing slowing of Chinese economy and overcapacity of air cargo carriers.

China Southern Airways Competition

Below are the top 3 China Southern Airways competitors:

1. AMR
2. Air China Limited
3. Air India

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.

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