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SilkAir SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: December 25, 2023Read time:

Here is a detailed SWOT analysis of SilkAir covering strengths, weaknesses, opportunities and threats.

SilkAir Strengths

  1. Meet the needs of the customers who want a reliable and safe flight for a competitive price
  2. Air tickets for short and medium haul destinations
  3. Explores more exotic destinations, without diluting its brand and pricing.
  4. Maintained annual double digit capacity growth, driven by the introduction of new 737-800s
  5. Nearly 1500 people are employed with the brand
  6. Popular frequent flyer program for loyal customers
  7. It also has Tradewinds Tours and Travel as its subsidiary
  8. The brand has been recognized with several awards

Above are the strengths in the SWOT Analysis of SilkAir. The strengths of SilkAir looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

SilkAir Weaknesses

  1. Limited global reach compared to larger international players
  2.  Increasing fuel and labor prices have made margins & profits very little

These were the weaknesses in the SilkAir SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

SilkAir Opportunities

  1. Long-haul low-cost operations can become core to long term evolution
  2. Partnerships can be expanded 
  3. Premium economy product should boost competitiveness

Above we covered the opportunities in SilkAir SWOT Analysis. The opportunities for any brand can include prospects of future growth.

SilkAir Threats

  1. Capacity growth has unexpectedly slowed since it took its first 737-800 in Feb-2014.
  2. Competition from Gulf carriers
  3. Overcapacity in the regional market

The threats in the SWOT Analysis of SilkAir are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the SilkAir SWOT analysis.

Read Similar SWOT analysis

About SilkAir

The table below gives the brand overview along with its target market, segmentation, positioning & USP

SilkAir Overview
Parent Company

Singapore Airlines





Tagline/ Slogan

A Joy to Fly


Full-fledged airline with excellent service

SilkAir STP

Full-fledged airline travelling to several international destinations

Target Market

Business travelers and tourists wanting good customer service and comfort


Best in class luxury and service with flights to destinations in SEA

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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