Malaysia Airlines SWOT Analysis, Competitors & USP

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

Malaysia Airlines SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Malaysia Airlines, 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 make strategic improvements. Malaysia Airlines is one of the leading brands in the airlines sector.

The article below lists the Malaysia Airlines SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Malaysia Airlines SWOT Analysis:

SWOT Analysis of Malaysia Airlines

For Malaysia Airlines, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Malaysia Airlines Strengths

The strengths of Malaysia Airlines looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 13 competitors of Malaysia Airlines:

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

Hence this concludes the Malaysia Airlines SWOT analysis.

Continue reading more about the brand/company.

About Malaysia Airlines

Malaysia Airlines Overview
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 Market

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

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.

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