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Asiana Airlines SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: September 14, 2023Read time:

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

Asiana Airlines Strengths

  1. Recipient of Airline of the Year award at world Airline Awards
  2. Apart from serving destinations on 4 continents, it serves major cities in China, Japan, Southeast and Central Asia thus having a strong hold in these regions
  3. Its single type fleet reduces its maintenance fee
  4. Good presence as a low cost carrier

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

Asiana Airlines Weaknesses

  1. Lacks its own maintenance, repair and overhaul (MRO) facility, which serves as its competitive disadvantage.
  2. Government interference brings limitations to certain extent

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

Asiana Airlines Opportunities

  1. It can commit into partnership with numerous less costly airlines to enjoy their added benefits like landing slots, landing rights and brand name.
  2.  Rising population of Asia (middle class) will provide bigger market and greater opportunities for low cost Asiana Air lines.
  3. More visibility through sponsorship and advertising

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

Asiana Airlines Threats

  1. There is a user’s perception that Asiana air lines compromise on servicefor keeping their costs low
  2. Many FSCs have modified their entire operations structure to minimize air fare and these can be a huge competition
  3. Rising Fuel and labor costs make it difficult to provide quality service at low cost

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

Hence this concludes the Asiana Airlines SWOT analysis.

About Asiana Airlines

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

Asiana Airlines Overview
Parent Company

Kumho Asiana Group





Tagline/ Slogan

To the heart of Seoul and beyond


Founded in 1988 and yet have received many awards for its excellent service

Asiana Airlines STP

Price sensitive travellers

Target Market

Price conscious travelers from upper middle class


Low Cost Carrier

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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