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Thai Airways International Public Company Ltd. (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.”

Thai Airways International Public Company Ltd.

Thai Airways International (THAI) is the national carrier of Thailand. THAI operates domestic, regional and intercontinental flights. The company primarily operates in Asia and Europe. It is headquartered in Bangkok, Thailand.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

Location of Factor

TYPE OF FACTOR

Favorable

Unfavorable

Internal

Strengths

  • Strong revenue growth
  • Strong operational network
  • Marketing programs
  • Strong fleet operations

Weaknesses

  • Weak performance of mail and freight divisions
  • Heavy dependence on passenger revenues
  • Weak performance in Regional Asia

External

Opportunities

  • Growing global airport services market
  • Growth in Asia-Pacific airlines industry
  • Growing global air freight and logistics

Threats

  • Intense competition
  • Rising aviation fuel prices
  • Liberalization of Thailand's air transport industry
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