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

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

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. As of 2020, Malaysia Airlines is one of the leading brands in the airlines sector.

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

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

Passengers Preferring Comfort / reliability

Malaysia Airlines Target Market

Corporates / Upper Middle Class / Middle Class

Malaysia Airlines Positioning

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

Malaysia Airlines SWOT Analysis
Malaysia Airlines Strengths

Below are the Strengths in the SWOT Analysis of Malaysia Airlines:

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

Malaysia Airlines Weaknesses

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

Malaysia Airlines Opportunities

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

Malaysia Airlines Threats

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

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 Malaysia 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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