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Shandong Airlines SWOT & PESTLE Analysis

ID : 521114053| Jan 2022| 19 pages

COMPANY PROFILE -Shandong Airlines

Business Sector :Aviation

Operating Geography :China, Asia

About Shandong Airlines :

Shandong Airlines is a Chinese firm that primarily provides air transportation services. The Chinese airline has a large internal network that runs from Jinan, Qingdao, and Yantai to key Chinese cities, as well as runs an international network that flies to regional Asian destinations. The company was founded on March 12, 1994, and is headquartered in Jinan, Shandong. Among the company's core operations are passenger air transportation, logistics and freight forwarding, hotel and catering services, and training. The Company also provides aviation warehouse service, ground distribution service, electronic commerce service, aircraft pilot training service, and other services through its subsidiaries. The Company's operations are mostly focused on the domestic market. Qingdao, Jinan, Yantai, Chongqing, Kunming, Xiamen, and Beijing are among its airline hubs. Shandong Airlines flies to Taiwan, Japan, South Korea, Thailand, India, and Cambodia regularly. Shandong Airlines has prioritized digitization and has set the goal of incubating digital aircraft innovations in 2022 as a part of its business strategy.
Shandong Airlines' USP lies in its being one of China's leading airlines, with a reputation for excellent cabin crew, cabin comfort, and in-flight food. The mission statement of Shandong Airlines reads, “set up air bridges, enhance customer value, and serve social development"

Shandong Airlines Revenue :


HKD 11,826 million - FY ending 31st December 2020 (y-o-y growth -45.04%)
HKD 21,516 million - FY ending 31st December 2019

Competitive Analysis of Shandong Airlines

SWOT
PESTLE
The SWOT analysis for Shandong Airlines is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. One of the best airline enterprises with civil aviation in China.
2. The business model of the company is highly diversified.
3. Relatively young aircraft fleet, with average age ~ 7 years leading to low operating costs
1. Lion’s share of the revenue earned from domestic operations.
2. Liabilities of the company is primarily in US Dollars exposing it to the risks of exchange rate fluctuations
OpportunitiesThreats
1. China set to become the largest aviation market in the world to drive growth
2. Expansion into new international routes can provide scope for growth of the company.
1. China’s air transport industry has formed a competitive landscape.
2. Expansion of high-speed rail network will impact the growth of civil aviation.
3. Covid-19 could continue to negatively impact passenger travel demand.
4. Costs of major items like aircrafts and labor have increased rapidly.
5. External environment such as natural disasters significantly impact operations of the company.
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Shandong Airlines

Strength

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

Weakness

1. Lion’s share of the revenue earned from domestic operations: Main source of operational revenue for Shandong Airlines is from domestic operations, with international operations accounting for less than 10%. The company conducts its business mainly in the domestic market where it operates in more than 200 routes. Although the company has opened its routes to the surrounding countries like South Korea, Japan, Thailand, India and Cambodia but international operations only account for a thin slice of the total revenue of the company. Operational revenue for the fiscal year ended 31st December 2020 was 10534.403 RMB million. However international operations totaling value of 318.879 RMB million, accounts only 3.03% of the total operating revenue. Similarly, in the fiscal year ended 31st December 2019 the operational revenue was 18990.415 RMB million but international operations only accounted for 8.37% of the total operational revenue.

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

Opportunity

1. China set to become the largest aviation market in the world to drive growth: It had been predicted for quite some time that China would eventually take over from the United States, which has been the largest aviation market since the aviation industry came into existence. The International Air Transport Association has predicted that the change would occur by 2024 but the rapid rebound in China’s domestic aviation market after the outbreak of covid-19 brought this change earlier. This provides massive scope for the company since domestic market accounts for a significant proportion of the revenue of the company. The International Air Transport Association released a report in the year 2020 which suggested that the top 5 domestic routes with the highest global passenger traffic are all in Asia. This includes three routes with China: Shanghai Hongqiao-Shenzhen, Beijing Capital-Shanghai Hongqiao and Guangzhou- Shanghai Hongqiao.

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 Competitors :

Major Brands :

  • Shanghai Airlines Rainbow-Jet Co., Ltd.
  • Union Express Service Shandong Airlines Co., Ltd.
  • Shandong Aviation Logistics Ltd
  • Sda-Hangchi Cargo Co., Ltd.
  • Shandong Airlines Qingdao Foods Co., Ltd.
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References used in Shandong Airlines SWOT & PESTLE Analysis Report

1. Shandong Airlines Annual Report 2020 - https://q.stock.sohu.com/newpdf/202143603935.pdf
2. 200152.SZ - Shandong Airlines Co., Ltd. Profile | Reuters - https://www.reuters.com/companies/200152.SZ
3. China becomes the largest aviation market in the world | CAPA - https://centreforaviation.com/analysis/reports/china-becomes-the-largest-aviation-market-in-the-world-521779
4. China's Air Travel Recovery Takes a Great Leap Backward – Bloomberg - https://www.bloomberg.com/news/articles/2021-08-04/china-s-air-travel-recovery-takes-a-great-leap-backward
5. For Company and For Country: Boeing and US-China Relations – MacroPolo - https://macropolo.org/analysis/boeing-us-china-relations-history/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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

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