Lufthansa SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 8787
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SWOT Analysis of Lufthansa with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lufthansa

Parent Company

Lufthansa Group

Category

International

Sector

Airlines

Tagline/ Slogan

There's no better way to fly

USP

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

STP

Segment

Passengers preferring comfort/reliability/quality service

Target Group

Upper middle class/ business men / leisure travellers

Positioning

Safety and Trust, premium

SWOT Analysis

Strengths

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

Weaknesses

1. Significant Exposure to Higher Competitive Market

2. Market share growth restricted due to pressure from competition

Opportunities

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

Threats

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

3. Low cost providers

4. Rising fuel prices

Competition

Competitors

1. British Airways

2. Air France
3. American Airlines

4. Thai Airways
5. Cathay Pacific



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