Japan Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 5220

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

Japan Airlines

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



Leisure travelers / cost conscious travelers

Target Group

Upper middle class / middle class


Value for money

SWOT Analysis


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


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


1. Growing airline passenger traffic in Asia-Pacific

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


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



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

The table above concludes the Japan Airlines SWOT analysis along with its marketing and brand parameters.


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