Japan Airlines SWOT Analysis, Competitors & USP

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

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

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

SWOT Analysis of Japan Airlines

For Japan 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.

Japan Airlines Strengths

The strengths of Japan 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 Japan Airlines :

1. Japan Airlines is seeking an IPO listing becoming one of the biggest companies globally

2. Provides services to 220 destinations in 35 countries world wide and hence has a strong global presence
3. The airline and four of its subsidiaries cater to different customer segments from Leisure to cost conscious travelers
4. Carried over 50 million passengers annually

Japan 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 Japan Airlines SWOT Analysis:

1. After filing for bankruptcy it had to cut its employee strength by one third of its total employees
2. Brand awareness and lesser than major global airlines
3. It has a complex business structure making it a bit difficult to quickly adapt to changes

Japan 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 Japan Airlines SWOT Analysis:

1. Growing airline passenger traffic in Asia-Pacific

2. Partnership with AEON
3. Increase service to more international destinations via codesharing agreements

Japan 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 Japan Airlines are as mentioned:

1. Recent Tsunami in Japan decreased the number air travels going in Japan drastically
2. Rising fuel cost and labor cost
3.Political tenses between Japan and China are making it difficult for Japan Airlines to fly over the East China sea

Japan Airlines Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Japan Airlines:

1. Delta Airlines
2. Singapore Airlines
3. All Nippon Airlines

Hence this concludes the Japan Airlines SWOT analysis.

Continue reading more about the brand/company.

About Japan Airlines

Japan Airlines Overview
Parent Company

Japan Airlines Co Ltd (JAL)





Tagline/ Slogan

Dream Skywards


One of the top largest airline in world and official sponsor of Japan's national football team

Japan Airlines STP

Leisure travelers / cost conscious travelers

Target Market

Upper middle class / middle class


Value for money

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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