Description
SWOT ANALYSIS OF THAI AIRLINES
Brand Name Parent Company Category Sector Tagline/ Punchline/ Slogan USP
Thai Airways Government of Thailand International Airlines
Smooth as silk Premium Airline, Upper Middle Class, Middle Class STP
Segment Target Group Positioning
Passengers Preferring Comfort / reliability Corporates / Upper Middle Class / Middle Class Premium SWOT 1. Strong Backing of Thai Govt 2. Over 60 international and 10 domestic destinations in 35 countries 3. Actively involved in sponsoring sports teams and events to increase its visibility 4. Was awarded as the most hygienic airline and appreciated by WHO 5. Its Royal Silk and Royal First premium classes provide excellent experience and hospitality to its customers
Strength
6. Nearly 100 carriers form a strong fleet size 1. Number of international routes are restricted
Weakness
2. Market share growth is less due to intense competition from
other international airlines 1. Developing Suvarnabhoomi Airport as a major hub can be a boost for the airline 2. Tourism is major industry and the airline can benefit from it. 1. Rising Fuel Costs 2. Rising Labour Costs 3. Increasing Competition in SE Market Singapore Airlines Competitors Qantas Airways
Opportunity
Threats
doc_191308859.docx
SWOT ANALYSIS OF THAI AIRLINES
Brand Name Parent Company Category Sector Tagline/ Punchline/ Slogan USP
Thai Airways Government of Thailand International Airlines
Smooth as silk Premium Airline, Upper Middle Class, Middle Class STP
Segment Target Group Positioning
Passengers Preferring Comfort / reliability Corporates / Upper Middle Class / Middle Class Premium SWOT 1. Strong Backing of Thai Govt 2. Over 60 international and 10 domestic destinations in 35 countries 3. Actively involved in sponsoring sports teams and events to increase its visibility 4. Was awarded as the most hygienic airline and appreciated by WHO 5. Its Royal Silk and Royal First premium classes provide excellent experience and hospitality to its customers
Strength
6. Nearly 100 carriers form a strong fleet size 1. Number of international routes are restricted
Weakness
2. Market share growth is less due to intense competition from
other international airlines 1. Developing Suvarnabhoomi Airport as a major hub can be a boost for the airline 2. Tourism is major industry and the airline can benefit from it. 1. Rising Fuel Costs 2. Rising Labour Costs 3. Increasing Competition in SE Market Singapore Airlines Competitors Qantas Airways
Opportunity
Threats
doc_191308859.docx