Strengths-Weaknesses-Opportunities Threats (SWOT) Matrix for AirAsia

Strengths-S Weaknesses-W
1. No heavy maintenance facility
1. Attractive business model 2. Challenge in balancing service
Low Cost Carrier (LCC) quality with pricing
with lean, simple and 3. Difficult in sustaining costs
efficient operations Good 4. Less routes provided as
compared to market leaders in
corporate governance Asia
2. Well established LCC with 5. Stiff competition in its sector
international subsidiaries 6. Difficult in retaining loyalty
3. Broad destinations 7. No government intervention on
4. Mass fleeting the regulation of airport deals
5. Strong Promoter
6. Powerful brand
7. Up to date with technology
and innovation
8. Outstanding stakeholders
9. Strong financial performance
10. Good return on ancillary
sales
Opportunities-O SO- Strategies WO- Strategies
1. Growth of middle income
consumers
1. Focus on domestic flight 1. Award maintenance based on
2. Increasing traffic from Asia lowest price
2. Increase flight offers for
3. Technological advances in
airlines industries
domestic 2. Reduce unprofitable flight
4. Ancillary source of revenues 3. Enhance airasia.com 3. Create more reward
in the airline industry
5. Tourism: One of the world’s
promotion
fastest growing industry
6. Industry shifts
7. Long haul flights
8. New route expansions
9. Customer’s trend
Threats ST-Strategies WT- Strategies
1. Global Pandemic
2. Alleged corruption and
1. Retrenchment 1. Manage wisely customer
scandal complaint
2. Diversify company
3. Rising Fuel Costs
4. Rising Labor Costs
business 2. Review refund policy due
5. Internet Transparency Covid-19
3. Merge with others airlines
6. Rise of other LCCs in the
3. Undergo branding and
market
7. Political Risk enhancement exercise
8. Accident, terrorist attack and
natural disaster
Strengths-Weaknesses-Opportunities Threats (SWOT) Matrix for Malindo Air

Opportunities-O
1. Growth of middle income
consumers
2. Technological advances in
airlines industries
3. Ancillary source of revenues
in the airline industry
4. Tourism: One of the world’s
fastest growing industry
5. Long haul flights
6. New market segment
7. Creative promotions
8. Fleet expansions and upgrade
9. Enhancing loyalty program
Strengths-S Weaknesses-W
1. Attractive business model - 1. Small fleet size
LCC 2. Unagressive marketing
2. Powerful group company 3. New kid on the block
3. Reasonable add-on services 4. Sustaining costs
4. Bundling strategy 5. Less routes
5. Creative branding 6. Stiff competition in its sector
6. Culture preservation 7. Difficult to retain loyalty
7. Good reputation on safety, 8. Slow response on technology
accidents and incidents advance
8. Seating class alternatives
9. Inflight entertainment
10. Makes business class popular
to travellers
11. Smart interline partnership
with international airlines
SO- Strategies WO- Strategies
1. Focus on domestic flight 1. Boost campaign to use
2. Increase flight offers for Malindo Air
domestic 2. Reduce unprofitable flight
3. Enhanced business class 3. Create more reward for loyal
upgrade program customer

Threats ST-Strategies WT- Strategies

1. Global Pandemic
2. Rising Fuel Costs
1. Merge with others airlines 1. Manage wisely customer
3. Rising Labor Costs 2. Diversify company complaint
4. Internet Transparency business 2. Review refund policy due
5. Rise of other LCCs in the 3. Improve customer service Covid-19
market
6. Political Risk 3. Sell asset to increase cash
7. Accident, terrorist attack and flow
natural disaster