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Asiana Airlines Inc. SWOT & PESTLE Analysis

ID : 521064653| Oct 2021| 18 pages

COMPANY PROFILE -Asiana Airlines Inc.

Business Sector :Airlines

Operating Geography :South Korea, Asia, Global

About Asiana Airlines Inc. :

Asiana Airlines Inc. is an airline company ferrying passengers and cargo worldwide. It is headquartered at Seoul in South Korea. The company was found in 1988 by the Kumho Asiana Group. Asiana operates throughout Asia, Europe, North America, and Oceania. As of December 2020, the company has a network of 7 routes spanning over 7 cities domestically and a total of 26 routes spanning over 26 cities from 15 countries. For its cargo purposes the company has a network of 26 routes spread across 27 cities in 12 countries. Asiana Airlines operates through four segments namely – the Air Transportation, Information and Communication, Air Transportation Support Service and Other. Air Transportation deals with transportation services for passenger and cargo, on-board services likes sales of food and beverages etc. Information and Communication deals with IT services, system’s technical infrastructure etc. Air Transportation Support Service deals with cargo handling. The Other segment of Asiana, deals with and operates resort condos, golf courses etc. The company has a fleet of 85 aircrafts. The company had around 9,900 employees as of early 2021. As of December 2020, Asiana accounted for 17.1% of South Korea's domestic aviation market, 16.8% of South Korea's international aviation market and 25.4% of South Korea's international cargo market.
Asiana Airlines Unique Selling Proposition or USP lies in its commitment to provide its customers stellar service ensuring their safety and satisfaction. The company provides customers’ seamless international services through its Star Alliance membership which makes transfers quick and convenient. Loyalty programmes like Asiana Club rewards its customers for choosing their various services.

Asiana Airlines Inc. Revenue :


KRW 3,895 billion- FY ending 31st December 2020 (y-o-y growth -43.44%)
KRW 6,886 billion- FY ending 31st December 2019

Competitive Analysis of Asiana Airlines Inc.

SWOT
PESTLE
The SWOT analysis for Asiana Airlines Inc. is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Premium international network as a part of Star Alliance
2. Consistently high market share in Korea
3. Strong horizontal and vertical integration of businesses
1. One of the highest debt-ridden company in South Korea
2. Former group chief’s arrest over allegedly unfair interaffiliate deals denting airlines reputation
OpportunitiesThreats
1. Expand cargo operations as core business to diversify risks
2. Synergy through merger with Korean Air
3. Develop in-house maintenance capabilities for cost control
4. Government bailout can help the airline to survive during crisis
1. Difficult to raise finance due to poor image among investors
2. Tough competition from low-cost carriers
3. Forecast of continued low demand for air travel
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Asiana Airlines Inc.

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.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

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.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Brands :

  • Asiana Airlines
  • Air Busan
  • Air Seoul
  • Asiana Development
  • Asiana Airport
  • Asiana IDT
  • Asiana Sabre
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References used in Asiana Airlines Inc. SWOT & PESTLE Analysis Report

1. RCEP to open new markets for over 90% of S. Korea’s export items: Trade Minister - https://pulsenews.co.kr/view.php?year=2020&no=1213721
2. Threat of another summer lost to Covid-19 stirs cash-crunch fears for airlines - https://www.hindustantimes.com/business/threat-of-another-summer-lost-to-covid-19-stirs-cash-crunch-fears-for-airlines-101616736933166.html
3. Will Higher Oil Prices Affect Airlines? - https://www.jpmorgan.com/insights/research/summer-travel-2018
4. What Could Blockchain Do for Airlines? - https://www.bcg.com/publications/2019/what-could-blockchain-do-airlines
5. ‘Flexibility’ is the new watchword for APAC airline industry recovery - https://www.livemint.com/brand-post/-flexibility-is-the-new-watchword-for-apac-airline-industry-recovery-says-amad-11600927064206.html
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Asiana Airlines Inc. SWOT & PESTLE Analysis - SWOT & PESTLE.COM

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In-text: (SWOT & PESTLE.com, 2021)

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Asiana Airlines Inc. SWOT and PESTLE analysis has been conducted by Mohit Deshmukh and reviewed by senior analysts from Barakaat Consulting.

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