Malaysia Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 20506

SWOT analysis of Malaysia Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Malaysia 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 Malaysia Airlines to benchmark its business & performance as compared to the competitors and industry. Malaysia Airlines is one of the leading brands in the airlines sector. The table below also lists the top Malaysia Airlines competitors and elaborates Malaysia Airlines market segmentation, target group, positioning & Unique Selling Proposition (USP).

Malaysia Airlines SWOT, Competitors, Marketing STP & Brand analysis Table
Malaysia Airlines Brand Analysis
Parent Company

Khazanah Nasional Berhad, Malaysia Aviation Group





Tagline/ Slogan

"MH" is Malaysian Hospitality


Malaysia Airlines is a Malaysia based airline serving global destinations

Malaysia Airlines STP

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class


Malaysia Airlines is the national carrier of Malaysia, offering the best way to fly to, from and around Malaysia

Malaysia Airlines SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Malaysia Airlines. Strengths are:

1. Strong Backing of Malaysian govt makes Malaysia Airlines a strong brand

2. Malaysia Airlines has extensive operations in South Asia, Middle East, Australia and other global destinations

3. One of the most popular airlines across the world

4. Strong brand recall and visibility of Malaysia Airlines due to excellent advertising and marketing

5. The company has a strong workforce of over 14,000 employees

6. Malaysia Airlines covers over 50 international and 35 domestic destinations with a fleet size of over 100

7. Excellent customer service and in-flight entertainment services offered by the airline


Here are the weaknesses in the Malaysia Airlines SWOT Analysis:

1. Limited domestic traffic of the airline

2. Malaysia Airlines has intense competition which means limited market share


Following are the Opportunities in Malaysia Airlines SWOT Analysis:

1. Increasing global presence of Malaysia Airlines by tie-ups and partnerships

2. More routes internationally to popular destinations can increase business

3. More services and choices to customers at airport facilities


The threats in the SWOT Analysis of Malaysia Airlines are as mentioned:

1. Rising fuel costs can reduce margins of Malaysia Airlines
2. Changing govt policies and regulations of regulatory bodies
2. Increasing competition in South East Asian market

Malaysia Airlines Competition

Below are the top 13 Malaysia Airlines competitors:

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Emirates

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Jet Airways

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

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 Malaysia Airlines. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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