Turkish Airlines SWOT Analysis, Competitors & USP

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SWOT Analysis of Turkish Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Turkish Airlines

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

Turkish Airlines SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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


Below are the 13 main Turkish Airlines competitors :

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

The brandguide table above concludes the Turkish Airlines SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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