Hawaiian Airlines SWOT Analysis, Competitors & USP

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

SWOT analysis of Hawaiian Airlines analyses the brand by its strengths, weaknesses, opportunities & threats. In Hawaiian 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 Hawaiian Airlines to benchmark its business & performance as compared to the competitors. Hawaiian Airlines is one of the leading brands in the airlines sector.

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

SWOT Analysis of Hawaiian Airlines

For Hawaiian 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.

Hawaiian Airlines Strengths

The strengths of Hawaiian 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 Hawaiian Airlines :

1. Only airline to travel interisland to four out of eight islands
2. Simple business plan aimed at bringing people from all parts of its networks to Hawaiian islands
3. Unbroken decades of record of safety
4. Largest airline in Hawaii and one of the largest commercial airline in the US

5. Rated the best carrier serving Hawaii by Travel + Leisure,  Zagat, and Condé Nast Traveler

Hawaiian 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 Hawaiian Airlines SWOT Analysis:

1.Other airlines offering services to same location at cheaper prices
2. Hawaii is too far south to be a good connecting point between most of Asia and North America
3. Only a handful of destinations—including Taipei and New Zealand—where the carrier can realistically market connecting flights to the U.S. mainland.

Hawaiian 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 Hawaiian Airlines SWOT Analysis:

1.Expanding to new countries by planning to fly two new cities Beijing and Tapei
2.Growing into even more cities based on the success of current plan

Hawaiian 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 Hawaiian Airlines are as mentioned:

1.Increasing cost of aviation fuel
2.Competition from competitors is a concern

3.Increasing maintenance cost and declining operating income

Hawaiian Airlines Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Hawaiian Airlines:

1.Virgin America
2.American Eagle
3.Jetblue Airways

Hence this concludes the Hawaiian Airlines SWOT analysis.

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About Hawaiian Airlines

Hawaiian Airlines Overview
Parent Company

Hawaiian Holdings Inc





Tagline/ Slogan

Hawai'i flies with us


It is not a network carrier or a point-to-point carrier, but a “destination carrier,” In all its marketing efforts, “we wrap ourselves in the flag of Hawaii.”

Hawaiian Airlines STP

Customers looking to travel to Hawaii

Target Market

Middle Class and upper middle class


Experience Hawaiian Culture on entering the plane

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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