Scandinavian Airlines SAS SWOT Analysis, USP & Competitors

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

Scandinavian Airlines SAS

Parent Company

SAS Group





Tagline/ Slogan

Service and Simplicity


One of the Largest airline of Scandinavia



Business Travelers

Target Group

Upper middle class


World's most punctual airline

SWOT Analysis


1. Market leader in the domestic market
2. SAS is Europe’s must punctual airline and provides reliable and flexible air travel

3. Has accommodated the fall in passenger demand by increasing capacity and intercontinental travel
4. It has strong links and networks through: the Star Alliance; bilateral relationships with other airlines, like Lufthansa; strong complementary and governmental linkup with airports like CPH.
5. Operates to over 90 destinations with a fleet size of over 180


1.  Less presence on social media sites and missing marketing advantages

2. Its operations are more focused towards domestic market thus increasing demand for leisure destinations is being not fully capitalized
3. There is no consistent growth in international market share


1. Find ways to utilize the SAS football sponsorship in the SAS Legaen. Currently SAS is only present by naming the league.

2. There are many ways to foster links and networks with other constituents within, and outside, the airline industry, whereby SAS sustainable competitive advantage can be improved

3. To lower the operating costs it might be necessary to follow Norwegian’s example of just employing one type of aircraft
4. To lower the dependency on business travelers it might be strategically important to attract other customer segments


1. Frequent bad press release may affect customers perception about the brand
2. The Danish market is small and hence growth is slow, also increasing presence of foreign players in the domestic market may threaten SAS's market share



1. Norwegian Airlines
2.Air France
3. Ryan air

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


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