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Korean Air SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: February 15, 2024Read time:

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

Korean Air Strengths

  1. Wide market reach in over 45 countries
  2. Strong backing of Korean Govt.
  3. Involved in many eco-friendly initiatives
  4. Has nearly 130 destinations across the world
  5. It is amongst the top airlines in terms of passengers carried
  6. Its Skypass loyalty program is hugely popular among the passengers

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

Korean Air Weaknesses

  1. Loss of market share to low cost airlines
  2. Stiff competition means operations are restricted on certain important routes

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

Korean Air Opportunities

  1. Positive outlook towards Korean travel and tourism industry
  2. Leverage on  Korean Air Aerospace Division (KAL-ASD)
  3. More penetration in emerging economies to tap-international flyers

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

Korean Air Threats

  1. Rising fuel prices
  2. Foreign currency fluctuations
  3. Rising labor cost and changing govt policies

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

Hence this concludes the Korean Air SWOT analysis.

About Korean Air

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

Korean Air Overview
Parent Company

Hanjin Group





Tagline/ Slogan

Excellence in Flight


Best Airline in cargo transportation area

Korean Air STP

Customers looking for comfort/reliability

Target Market

Middle class/upper middle class


Premium airlines operating globally

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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