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Turkish Airlines SWOT Analysis

Published in Airlines category by MBA Skool Team Last Updated: August 18, 2023Reading time:

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

Turkish Airlines Strengths

  1. Turkish Airlines has a substantial cost advantage over rivals
  2. Benefiting from liberalisation policies
  3. Turkish Airlines serves around 250 destinations all over the world
  4. Innovative marketing strategies giving an edge over competitors
  5. Association with sports teams and events as sponsors has increased brand equity of Turkish Airlines
  6. Strong backing of the government of Turkey, as it is the flagship carrier
  7.  Turkish Airlines has more than 25000+ employees serving customers worldwide
  8. In flight entertainment, premium services, lounge facilities etc give boost to the brand
  9.  Turkish Airlines has a location advantage where it can serve Europe & Asia equally well

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

Turkish Airlines Weaknesses

  1. Intense competition means limited market share growth for Turkish Airlines
  2. Restrictions on expansion due to government intervention

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

Turkish Airlines Opportunities

  1. Increasing disposable income among people in Europe and Asia to travel
  2. Rising market share of Turkish Airlines can be used to create a strong brand image
  3. Leverage the flourishing tourism in Turkey

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

Turkish Airlines Threats

  1. Increasing presence of low cost carriers can affect business of Turkish Airlines
  2. Economic downturn can result in decline of air travel – particularly for business traffic
  3. Rising fuel prices, labor costs etc can affect business margins

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

Hence this concludes the Turkish Airlines SWOT analysis.

About Turkish Airlines

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

Turkish Airlines Overview
Parent Company

Turkish Airlines





Tagline/ Slogan

Globally Yours


Turkish Airlines focuses on speed, punctuality without compromising quality of service

Turkish Airlines STP

Corporate Business / Leisure travelers looking for comfort of flying

Target Market

Upper middle class


Turkish Airlines is a global airline serving customers world wide

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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