Description
SWOT ANALYSIS OF CHINA EASTERN AIRLINES
China Eastern Airlines
Parent Company
China Eastern Airlines Corporation Limited
Category
International Airlines
Sector
Airlines
Tagline/ Slogan
Traveling the globe, making dreams come true
China's second-largest carrier by passenger numbers and the world’s USP third-biggest carriers by market value STP
Segment
Customers looking for cost effectiveness
Target Group
Middle class and upper middle class
Positioning
Mid-priced airline (neither cheap nor too expensive) SWOT Analysis
1. Strong hubs at Shanghai Pudong International Airport and Shanghai Hongqiao International Airport and carried 65 million domestic and international passengers 2. Merger with Shanghai Airlines ensured strong presence in domestic Chinese market 3. Strong presence on routes in Asia, North America and Australia 4. Started operations to New York from Shanghai, making it the Strength longest non-stop route for the airline.
1. The Chinese government has a majority ownership stake in China Eastern Airlines hence there is not much flexibility of operations Weakness 2. Lack of online presence as compared to other airlines
Opportunity
1. Scope to start services to Rome and other European destinations
2. Leverage on strong brand image in the domestic market
1. Government interference in the operations can be a hindrance in growth 2. Increasing cost of fuel 3. Increasing online presence of other airlines and better services Threats provided at the same cost Competition
1. Air China 2. China Southern Airlines Competitors 3. Air India
doc_302527056.docx
SWOT ANALYSIS OF CHINA EASTERN AIRLINES
China Eastern Airlines
Parent Company
China Eastern Airlines Corporation Limited
Category
International Airlines
Sector
Airlines
Tagline/ Slogan
Traveling the globe, making dreams come true
China's second-largest carrier by passenger numbers and the world’s USP third-biggest carriers by market value STP
Segment
Customers looking for cost effectiveness
Target Group
Middle class and upper middle class
Positioning
Mid-priced airline (neither cheap nor too expensive) SWOT Analysis
1. Strong hubs at Shanghai Pudong International Airport and Shanghai Hongqiao International Airport and carried 65 million domestic and international passengers 2. Merger with Shanghai Airlines ensured strong presence in domestic Chinese market 3. Strong presence on routes in Asia, North America and Australia 4. Started operations to New York from Shanghai, making it the Strength longest non-stop route for the airline.
1. The Chinese government has a majority ownership stake in China Eastern Airlines hence there is not much flexibility of operations Weakness 2. Lack of online presence as compared to other airlines
Opportunity
1. Scope to start services to Rome and other European destinations
2. Leverage on strong brand image in the domestic market
1. Government interference in the operations can be a hindrance in growth 2. Increasing cost of fuel 3. Increasing online presence of other airlines and better services Threats provided at the same cost Competition
1. Air China 2. China Southern Airlines Competitors 3. Air India
doc_302527056.docx