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Singapore Airlines Limited (SWOT Analysis)

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“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Singapore Airlines Limited

Singapore Airlines, along with its subsidiaries, is engaged in passenger and cargo air transportation, airport terminal services, engineering services, training of pilots, air charters, and tour wholesaling and related activities. The group primarily operates in East Asia. It is headquartered in Singapore and employed 30,088 people as on March 31, 2008.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

Location of Factor

TYPE OF FACTOR

Favorable

Unfavorable

Internal

Strengths

  • Diversified geographical spread mitigates business risks
  • Youngest fleet of aircraft
  • Strong financial performance
  • Employee productivity

Weaknesses

  • Unbalanced business portfolio
  • Lack of scale

External

Opportunities

  • Global travel and tourism industry
  • Growing air cargo industry
  • Changi Airport Terminal 3

Threats

  • Rising aviation fuel prices
  • Increasing competition from low cost airlines
  • Foreign currency fluctuation
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