China Eastern Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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

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

China Eastern Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
China Eastern Airlines Brand Analysis
Parent Company

China Eastern Airlines Corporation Limited


International Airlines



Tagline/ Slogan

Traveling the globe, making dreams come true


China's second-largest carrier by passenger numbers and the world’s third-biggest carriers by market value

China Eastern Airlines STP
China Eastern Airlines Segmentation

Customers looking for cost effectiveness

China Eastern Airlines Target Market

Middle class and upper middle class

China Eastern Airlines Positioning

Mid-priced airline (neither cheap nor too expensive)

China Eastern Airlines SWOT Analysis
China Eastern Airlines Strengths

Below are the Strengths in the SWOT Analysis of China Eastern Airlines:

1. Strong hubs at Shanghai Pudong International  Airport and Shanghai Hongqiao International Airport and carried 65 million domestic and international passengers

2.  Merger with Shanghai Airlines ensured strong presence in domestic Chinese market

3. Strong presence on routes in Asia, North America and Australia

4. Started operations to New York from Shanghai, making it the longest non-stop route for the airline.

China Eastern Airlines Weaknesses

Here are the weaknesses in the China Eastern Airlines SWOT Analysis:

1. The Chinese government has a majority ownership stake in China Eastern Airlines hence there is not much flexibility of operations
2. Lack of online presence as compared to other airlines

China Eastern Airlines Opportunities

Following are the Opportunities in China Eastern Airlines SWOT Analysis:

1. Scope to start services to Rome and other European destinations
2. Leverage on strong brand image in the domestic market

China Eastern Airlines Threats

The threats in the SWOT Analysis of China Eastern Airlines are as mentioned:

1. Government interference in the operations can be a hindrance in growth
2. Increasing cost of fuel
3. Increasing online presence of other airlines and better services provided at the same cost

China Eastern Airlines Competition

Below are the top 3 China Eastern Airlines competitors:

1. Air China
2. China Southern Airlines
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.

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 China Eastern Airlines. 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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