Turkish Airlines SWOT Analysis, Competitors & USP

Turkish Airlines SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Turkish Airlines, 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, and make strategic improvements. Turkish Airlines is one of the leading brands in the airlines sector.

The article below lists the Turkish Airlines SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Turkish Airlines SWOT Analysis:

SWOT Analysis of Turkish Airlines

For Turkish Airlines, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Turkish Airlines Strengths

The strengths of Turkish Airlines looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. 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

Hence this concludes the Turkish Airlines SWOT analysis.

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About Turkish Airlines

Turkish Airlines Overview
Parent Company	Turkish Airlines
Category	International
Sector	Airlines
Tagline/ Slogan	Globally Yours
USP	Turkish Airlines focuses on speed, punctuality without compromising quality of service
Turkish Airlines STP
Segmentation	Corporate Business / Leisure travelers looking for comfort of flying
Target Market	Upper middle class
Positioning	Turkish Airlines is a global airline serving customers world wide

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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