SilkAir SWOT Analysis
Here is a detailed SWOT analysis of SilkAir covering strengths, weaknesses, opportunities and threats.
SilkAir Strengths
- Meet the needs of the customers who want a reliable and safe flight for a competitive price
- Air tickets for short and medium haul destinations
- Explores more exotic destinations, without diluting its brand and pricing.
- Maintained annual double digit capacity growth, driven by the introduction of new 737-800s
- Nearly 1500 people are employed with the brand
- Popular frequent flyer program for loyal customers
- It also has Tradewinds Tours and Travel as its subsidiary
- The brand has been recognized with several awards
Above are the strengths in the SWOT Analysis of SilkAir. The strengths of SilkAir looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
SilkAir Weaknesses
- Limited global reach compared to larger international players
- Increasing fuel and labor prices have made margins & profits very little
These were the weaknesses in the SilkAir SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
SilkAir Opportunities
- Long-haul low-cost operations can become core to long term evolution
- Partnerships can be expanded
- Premium economy product should boost competitiveness
Above we covered the opportunities in SilkAir SWOT Analysis. The opportunities for any brand can include prospects of future growth.
SilkAir Threats
- Capacity growth has unexpectedly slowed since it took its first 737-800 in Feb-2014.
- Competition from Gulf carriers
- Overcapacity in the regional market
The threats in the SWOT Analysis of SilkAir are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the SilkAir SWOT analysis.
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About SilkAir
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| SilkAir Overview | |
|---|---|
| Parent Company |
Singapore Airlines |
| Category |
Airlines |
| Sector | |
| Tagline/ Slogan |
A Joy to Fly |
| USP |
Full-fledged airline with excellent service |
| SilkAir STP | |
| Segmentation |
Full-fledged airline travelling to several international destinations |
| Target Market |
Business travelers and tourists wanting good customer service and comfort |
| Positioning |
Best in class luxury and service with flights to destinations in SEA |
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