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Scandinavian Airlines SWOT & PESTLE Analysis

ID : 52828653| Dec 2020| 15 pages

COMPANY PROFILE -Scandinavian Airlines

Business Sector :Aviation

Operating Geography :Sweden, Europe, Global

About Scandinavian Airlines :

SAS is the flag carrier of Denmark, Norway, and Sweden headquartered at SAS Frösundavik Office Building in Solna, Sweden. The airline leads Scandinavia’s aviation sector by carrying 30 million passengers annually to, from, and within Scandinavia. Copenhagen, Oslo, and Stockholm constitute SAS's main hubs. The flag carriers also serve over 125 destinations in Europe, the U.S., and Asia. Spurred by a Scandinavian legacy and sustainable values, the airline endeavors to lessen its total CO2 emissions by 25% and utilize Sustainable Aviation Fuel(SAF) like biofuel in all its SAS domestic flights, by 2030. Besides airline operations, SAS volunteers ground handling services, technical maintenance, and air cargo services. Founded in 1997, Star Alliance is the largest global airline alliance, of which SAS is a founding member.
As of 2020, the airline along with its partners render 19,000 daily flights to more than 1,300 destinations around the world. SAS AB is the Parent Company of SAS and is listed on the stock exchange in Stockholm (primary listing), Copenhagen, and Oslo. The majority of its operations and assets are included in the SAS Consortium.
SAS's core strategic priorities include "acquiring Scandinavia’s frequent travelers, formulate cost-effective and sustainable operating platforms, and ensure the right capabilities". The airline's vision is "To make life easier for Scandinavia´s frequent flyers." "We make life easier by making time matter to travelers, to employees, and to the planet." is a promise the brand makes to its customers.
SAS's USP or Unique Selling Proposition sprawls in being a leading airline of Scandinavia maintaining the highest frequency of departures to and from the country and connect smaller regional airports with larger hubs. As part of Star Alliance, SAS flies its customers to 1300 destinations worldwide.

Scandinavian Airlines Revenue :


SEK 1,180 million - FY ending 31st December 2019 (y-o-y growth of +21.1%)
SEK 931 million - FY ending 31st December 2018

Competitive Analysis of Scandinavian Airlines

SWOT
PESTLE

The SWOT analysis for Scandinavian Airlines (SAS) is presented below in a matrix followed by the detailed analysis report

StrengthsWeaknesses
1. Diversified portfolio with quality products and offerings
2. Selling biofuel to travelers as a sustainable strategy
3. One of the world’s most punctual and safest airlines
1. Split services covering most of the routes
2. Using biofuel is supposed to hike ticket fares
3. SAS pilot strikes causing significant losses
OpportunitiesThreats
1. SAS to double its capacity with 30 more aircrafts
2. Converting SAS into an all-airbus operator
3. Substantial Scandinavian air travel market
1. Swedish Airline becoming financially unstable due to Covid19 pandemic
2. Laying off of permanent workforce due to slumping demand
3. Bad news and widespread criticism hampering brand image of SAS
4. Severe negative impact from the pandemic
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Scandinavian Airlines

Strength

1. Diversified portfolio with quality products and offerings: Backed by an extensive portfolio of products and services, SAS has been offering smooth flights to, from, and within Scandinavia, making it one of the leading Scandinavian airlines. SAS's primary business revolves around its Airline operations carried out by SAS Scandinavia, SAS Ireland, and regional production partners. A total of 30 million travelers flew with SAS, in FY2019. Its Cargo services are a notable air freight solution provider across Scandinavia, due to its world-class quality service and exceptional customer care. SAS Cargo’s services are based on the cargo capacity of the SAS network, enhanced by dedicated truck operations. In FY2019 SAS cargo accomplished 111 million kg of freight. At airports in Copenhagen, Oslo, Stockholm, Malmö and Gothenburg, SAS is a leading ground handling provider of passenger, cargo, and ramp services, with 298 thousand departures handled in 2019 for both SAS and other flights. Under Maintenance Production, SAS offers technical maintenance of aircraft and engines at six airports in Scandinavia. Moreover, EuroBonus symbolizes Scandinavia’s largest travel-related loyalty program, enabling a deep relationship with its customers. As of 2019 EuroBonus has over 6 million members and nearly 100 partners.

2. Selling biofuel to travelers as a sustainable strategy: In addition to the various SAS initiatives to reduce CO2 emissions, the Scandinavian airline acquainted the opportunity for its commuters to reduce their climate impact. From July 2019, SAS travelers can purchase biofuel to cover their journey, in addition to the biofuel SAS already buys. This will further reduce the climate impact of their air travel. Additionally, the move aims at sufficing the large quantities of Sustainable Aviation Fuel (SAF) needed at a competitive price. This contribution does not add to SAS profits instead all the funds are directly utilized for purchasing the biofuel. Besides offering an attractive network, timetable, and pricing, adding on travel extras, such as biofuel helps the company improve the customer offering throughout the travel chain. As of early 2020, The company has positioned itself to include up to 50% sustainable aviation fuel in SAS aircraft.

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

Weakness

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

Opportunity

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

Threat

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

Major Competitors :

Major Brands :

  • Scandinavian Airlines
  • Scandinavian Airlines Ireland
  • SAS Cargo Group
  • Scandinavian Airlines System AB
  • Sasoil Denmark A/S
  • SAS Danmark A/S
  • RampSnake A/S
  • Sas Investments A/s
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References used in Scandinavian Airlines SWOT & PESTLE Analysis Report

1. SAS Annual Report and sustainability report 2019 - https://www.sasgroup.net/files/documents/Corporate_governace/annual-reports/sas-sas-annual-and-sustainability-report-fiscal-year-2019-200130.pdf

2. SAS About Us - https://www.sasgroup.net/about-sas

3. SAS business model - https://www.sasgroup.net/about-sas/business-model/

4. SAS history - https://www.sasgroup.net/about-sas/sas-history/history-milestones/

5. Impact of the pandemic on SAS - https://www.sasgroup.net/investor-relations/financial-reports/interim-reports/full-year-financials-significantly-impacted-by-the-ongoing-pandemic/

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). Scandinavian Airlines SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/scandinavian-airlines/ [Accessed 02 Aug, 2021].

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

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Scandinavian Airlines SWOT and PESTLE analysis has been conducted by and reviewed by senior analysts from Barakaat Consulting.

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