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Scandinavian Airlines SAS SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: March 28, 2023Read time:

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

Scandinavian Airlines SAS Strengths

  1. Market leader in the domestic market
  2. SAS is Europe’s must punctual airline and provides reliable and flexible air travel
  3. Has accommodated the fall in passenger demand by increasing capacity and intercontinental travel
  4. It has strong links and networks through: the Star Alliance; bilateral relationships with other airlines, like Lufthansa; strong complementary and governmental linkup with airports like CPH.
  5. Operates to over 90 destinations with a fleet size of over 180

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

Scandinavian Airlines SAS Weaknesses

  1. Less presence on social media sites and missing marketing advantages
  2. Its operations are more focused towards domestic market thus increasing demand for leisure destinations is being not fully capitalized
  3. There is no consistent growth in international market share

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

Scandinavian Airlines SAS Opportunities

  1. Find ways to utilize the SAS football sponsorship in the SAS Legaen. Currently SAS is only present by naming the league.
  2. There are many ways to foster links and networks with other constituents within, and outside, the airline industry, whereby SAS sustainable competitive advantage can be improved
  3. To lower the operating costs it might be necessary to follow Norwegian’s example of just employing one type of aircraft
  4. To lower the dependency on business travelers it might be strategically important to attract other customer segments

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

Scandinavian Airlines SAS Threats

  1. Frequent bad press release may affect customers perception about the brand
  2. The Danish market is small and hence growth is slow, also increasing presence of foreign players in the domestic market may threaten SAS's market share

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

Hence this concludes the Scandinavian Airlines SAS SWOT analysis.

About Scandinavian Airlines SAS

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

Scandinavian Airlines SAS Overview
Parent Company

SAS Group





Tagline/ Slogan

Service and Simplicity


One of the Largest airline of Scandinavia

Scandinavian Airlines SAS STP

Business Travelers

Target Market

Upper middle class


World's most punctual airline

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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