Asiana Airlines Inc. SWOT and PESTLE Analysis

Strength

1. Premium international network as a part of Star Alliance: As part of Star Alliance Asiana airlines is able to easily arrange connecting flights for global locations. Also, the passengers get easily transferred to a partner flight during unforeseen situations or when demand is lean. Customers can easily use the benefits across airlines. For instance, Asian Club Mileage can be accrued and used with respect to any partner airlines. Special lounge services are provided for customers of Star Alliance members. Air Canada, Aegean and Lufthansa are some of the members of Star Alliance. This partnership is necessary as Asiana Airlines does not have the resources to compete globally on its own. With customer experience and amenities improving due to the partnerships, Asiana Airlines definitely earns an edge over other players in the Asian market who are not part of the alliance. Such partnerships pave the way for future strategic alliances between the member airlines.

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Weakness

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Opportunity

1. Expand cargo operations as core business to diversify risks: The COVID 19 pandemic dealt a severe blow to bsuinesses across the globe, but the aviation sector suffered one of the most adverse battering. However, Asiana Airlines reported a profit of $96.9 million in second quarter of 2020. This was only possible because of shifting gears towards the cargo business. During the fourth quarter of 2020, the revenue through cargo segment saw a year on year jump of 52.4%. This was mainly because the demand in transport of cargo did not suffer a steep slide as passenger travel. The prices increased due to necessity of trade of goods even during the pandemic. Airlines transformed existing flights into freighters to cater to this demand. As the demand for movement of goods would be more specially when movement of passengers is restricted, the cargo business can act as a hedge for the airlines.

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Threat

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Political

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Economic

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Social

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Technological

1. Blockchain technology to improve consolidation with stakeholders: Air travel involves collaboration of many stakeholders that work together. They by and large include the airlines, repair and maintenance, airport authority, ticketing agents and finally the customers. All these stakeholders need to exchange data continuously with each other. Airlines are trying to bring in Blockchain in order to make the transaction of information smoother. Flight route changes or schedule changes would get reflected in real time in the system. The data of repaired parts of a flight would give a better idea on performance and safety. Air traffic management would become way easier. Asiana Airlines operating globally and already having faced issues such as crash landing, will get benefited from such technology adoptions. Customers face reduced hassle in claiming services from airlines. Even evaluation of claims for insurance, will become more quick and convenient.

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Legal

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Environmental

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