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

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

SWOT analysis of Hawaiian Airlines analyses the brand/company with 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 and industry. As of 2020, Hawaiian Airlines is one of the leading brands in the airlines sector.

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

Hawaiian Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Hawaiian Airlines Brand Analysis
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
Hawaiian Airlines Segmentation

Customers looking to travel to Hawaii

Hawaiian Airlines Target Market

Middle Class and upper middle class

Hawaiian Airlines Positioning

Experience Hawaiian Culture on entering the plane

Hawaiian Airlines SWOT Analysis
Hawaiian Airlines Strengths

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

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

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 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 Competition

Below are the top 3 Hawaiian Airlines competitors:

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