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China Southern Airways SWOT Analysis

Published in Airlines category by MBA Skool Team Last Updated: August 07, 2023Reading time:

Here is a detailed SWOT analysis of China Southern Airways covering strengths, weaknesses, opportunities and threats.

China Southern Airways Strengths

  1. Largest air transport network in China with access to over 150 cities and over 600 domestic routes.
  2. Centrally located in Guangdong for easy access to the rapid industrial growth of the Pearl River Delta.
  3. Culturally, politically, linguistically, and historically synchronized with the Chinese market and the changes occurring within Chinese air transport.
  4. Largest domestic cargo carrier
  5. History as State Owned Entity and residual access and political access with the Civil Aviation Administration of China.

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

China Southern Airways Weaknesses

  1. Small air cargo business segment and limited experience in air cargo freight and overnight transport logistics.
  2. Undergoing continuous business reorganization and cultural change due to Chinese air transport deregulation, recent acquisitions, and alliances.

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

China Southern Airways Opportunities

  1. Utilize first-to-market advantage to build customer loyalty and to “lock-in” air cargo customers via contract and real-time technology before competitors commence expanded services in Chinese domestic market.
  2. Utilize cultural background to implement Chinese air cargo information technology that reduces costs for independent shippers/forwarders in China through real time shipment communication.
  3. Establish communication centres to accurately predict package/cargo volume and to reduce wasted belly space on domestic routes.

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

China Southern Airways Threats

  1. Increased domestic Chinese competition and resultant decreases in scale economies.
  2. Inadequate grants of slot space and access to international hubs to compete internationally in the absence of further follow-through with alliances.
  3. Increased competition from substitutes as Chinese surface transport infrastructure develops.
  4. Jet Fuel price increases causing slowing of Chinese economy and overcapacity of air cargo carriers.

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

Hence this concludes the China Southern Airways SWOT analysis.

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About China Southern Airways

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

China Southern Airways Overview
Parent Company

China Southern Airlines Co., Ltd.





Tagline/ Slogan

Always Cheaper Than On The Ground


One of Asia's largest airline in terms of both fleet size and passengers carried

China Southern Airways STP

Customers looking for punctuality and efficiency

Target Market

Middle class / Upper middle class


Smooth and efficient operations

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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