Japan Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Japan Airlines analyses the brand/company with 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 and industry. As of 2020, Japan Airlines is one of the leading brands in the airlines sector.

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

Japan Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Japan Airlines Brand Analysis
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
Japan Airlines Segmentation

Leisure travelers / cost conscious travelers

Japan Airlines Target Market

Upper middle class / middle class

Japan Airlines Positioning

Value for money

Japan Airlines SWOT Analysis
Japan Airlines Strengths

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

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

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 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 Competition

Below are the top 3 Japan Airlines competitors:

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

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 Japan Airlines. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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