Turkish Airlines SWOT Analysis, Competitors & USP

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

SWOT analysis of Turkish Airlines analyses the brand by its strengths, weaknesses, opportunities & threats. In Turkish 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 Turkish Airlines to benchmark its business & performance as compared to the competitors. Turkish Airlines is one of the leading brands in the airlines sector.

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

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

Turkish Airlines





Tagline/ Slogan

Globally Yours


Turkish Airlines focuses on speed, punctuality without compromising quality of service

Turkish Airlines STP

Corporate Business / Leisure travelers looking for comfort of flying

Target Group

Upper middle class


Turkish Airlines is a global airline serving customers world wide

SWOT Analysis of Turkish Airlines
Turkish Airlines Strengths

Below are the Strengths in the SWOT Analysis of Turkish Airlines:

1. Turkish Airlines has a substantial cost advantage over rivals
2. Benefiting from liberalisation policies
3. Turkish Airlines serves around 250 destinations all over the world
4. Innovative marketing strategies giving an edge over competitors

5. Association with sports teams and events as sponsors has increased brand equity of Turkish Airlines

6. Strong backing of the government of Turkey, as it is the flagship carrier

7. Turkish Airlines has more than 25000+ employees serving customers worldwide

8. In flight entertainment, premium services, lounge facilities etc give boost to the brand

9. Turkish Airlines has a location advantage where it can serve Europe & Asia equally well

Turkish Airlines Weaknesses

Here are the weaknesses in the Turkish Airlines SWOT Analysis:

1. Intense competition means limited market share growth for Turkish Airlines
2. Restrictions on expansion due to government intervention

Turkish Airlines Opportunities

Following are the Opportunities in Turkish Airlines SWOT Analysis:

1. Increasing disposable income among people in Europe and Asia to travel
2. Rising market share of Turkish Airlines can be used to create a strong brand image
3. Leverage the flourishing tourism in Turkey

Turkish Airlines Threats

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

1. Increasing presence of low cost carriers can affect business of Turkish Airlines

2. Economic downturn can result in decline of air travel – particularly for business traffic

3. Rising fuel prices, labor costs etc can affect business margins

Turkish Airlines Competition
Turkish Airlines Competitors

Below are the top 13 competitors of Turkish Airlines:

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Emirates

10. Air France

11. Virgin Atlantic

12. United Airlines

13. KLM

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 Turkish Airlines. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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