Lufthansa SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 11574

SWOT Analysis of Lufthansa with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Lufthansa Group





Tagline/ Slogan

There's no better way to fly


The largest airline in Europe in terms of overall passengers carried and fleet size



Passengers preferring comfort/reliability/quality service

Target Group

Upper middle class/ business men / leisure travellers


Safety and Trust, premium

SWOT Analysis


1. Largest Star Alliance Member
2. Leading IT service provider for the Air Transport industry
3. Strong image associated with German Engineering
4. A status symbol amongst Corporate/Business men

5. Has a strong workforce of over 37,000 employees

6. Over 200 international destinations in nearly 80 countries


1. Significant Exposure to Higher Competitive Market

2. Market share growth restricted due to pressure from competition


1. Being the largest member of Star Alliance they have scope to     acquire some smaller players
2. More penetration in emerging economies tapping the high-end customers
3. Improvement in experience and high-quality services to customers


1. Other Alliances: One World, Sky team
2. Increased international competition

3. Low cost providers

4. Rising fuel prices



1. British Airways

2. Air France
3. American Airlines

4. Thai Airways
5. Cathay Pacific

The table above concludes the Lufthansa SWOT analysis along with its marketing strategy and brand parameters.


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