Southwest Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 8121
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SWOT Analysis of Southwest Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Southwest Airlines

Parent Company

Southwest Airlines Co.

Category

Domestic

Sector

Airlines

Tagline/ Slogan

Stop Searching. Start Traveling; A Symbol of Freedom; Southwest Airlines. THE Low Fare Airline; How do we love you? Let us count the ways

USP

Largest low cost carrier in United States

STP

Segment

Price sensitive passengers

Target Group

Middle class

Positioning

Low cost American airline

SWOT Analysis

Strengths

1. Maximizes use of Internet for reservation
2. Has Boeing fleet that has minimized maintenance expenses
3. Admirable relations with workforce that leads to higher sales
4. Presents credits on amount spent instead of distance travelled

5. Operates more than 3300 flights daily to neatly 100 destinations

6. Strong employee base of 37,000 people

Weaknesses

1. Strong competition from other LCC carriers means limited market share growth

2. Dependence only on the American market

Opportunities

1. Expansion to other cities
2. International flights and global expansion
3. Potential for research in marketing and advertising

Threats

1. Operating cost likely to increase and hence air fare will increase
2. Increasing and effective use of internet by competitors
3. Increase in fuel prices

Competition

Competitors

1. United Airlines
2. American Airlines
3. JetBlue Airways


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