Description
SWOT ANALYSIS OF SINGAPORE AIRLINES
Singapore Airlines
Parent Company
Temasek Holdings
Category
International
Sector
Airlines
Tagline/ Slogan
A Great Way To Fly
USP
Premium Airline, Upper Middle Class, Middle Class STP
Segment
Passengers Preferring Comfort / reliability
Target Group
Corporates / Upper Middle Class / Middle Class
Positioning
Premium SWOT
1. Strong Backing of Singapore Govt 2. Strong Hub in Singapore 3. Satisfied Customer Base and Preferred Airline of Passengers 4. One of the top airline brands in terms of market capitalisation and number of passengers carried 5. Known for its premium and excellent service and unparalleled customer service and hospitality 6. Excellent branding and marketing has made Singapore Airlines one of the few airlines having very high recall Strength 7. Over 60 destinations in nearly 35 countries across the 6 continents
1. Relying Heavily on International Traffic Weakness 2. Increasing Competition means market share growth is less
1. Can Leverage the Excellent Hub which it has created in Singapore 2. Brand New Fleet to improve customer confidence 3. More international destinations to leverage on its high value brand Opportunity image
1. Rising Fuel Costs 2. Rising Labour Costs Threats 3. Increasing Competition in SE Market Competition
Air india Jet Airways Competitors Qantas Airways
doc_730440884.docx
SWOT ANALYSIS OF SINGAPORE AIRLINES
Singapore Airlines
Parent Company
Temasek Holdings
Category
International
Sector
Airlines
Tagline/ Slogan
A Great Way To Fly
USP
Premium Airline, Upper Middle Class, Middle Class STP
Segment
Passengers Preferring Comfort / reliability
Target Group
Corporates / Upper Middle Class / Middle Class
Positioning
Premium SWOT
1. Strong Backing of Singapore Govt 2. Strong Hub in Singapore 3. Satisfied Customer Base and Preferred Airline of Passengers 4. One of the top airline brands in terms of market capitalisation and number of passengers carried 5. Known for its premium and excellent service and unparalleled customer service and hospitality 6. Excellent branding and marketing has made Singapore Airlines one of the few airlines having very high recall Strength 7. Over 60 destinations in nearly 35 countries across the 6 continents
1. Relying Heavily on International Traffic Weakness 2. Increasing Competition means market share growth is less
1. Can Leverage the Excellent Hub which it has created in Singapore 2. Brand New Fleet to improve customer confidence 3. More international destinations to leverage on its high value brand Opportunity image
1. Rising Fuel Costs 2. Rising Labour Costs Threats 3. Increasing Competition in SE Market Competition
Air india Jet Airways Competitors Qantas Airways
doc_730440884.docx