Air Berlin SWOT Analysis
Air Berlin is one of the leading brands in the airlines sector. Air Berlin SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Air Berlin:
Quick Glance:
Air Berlin Strengths
- Air Berlin has its own pilot training program and was the first German flying school to receive training approval from the German Aviation Authority
- It has a unique positioning in the market between LCC and traditional carriers which is difficult to emulate and capture
- Very user friendly website as compared to other Air lines
- Recipient of Business Travel Award and Best low cost airline award in 2010 and hence a very strong brand image
- Carried over 33 million passengers annually, connecting Europe, S.E. Asia, Americas and Carribean
Above are the strengths in the SWOT Analysis of Air Berlin. The strengths of Air Berlin looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Air Berlin Weaknesses
- Advertising and PR activities are a low-key affair at Air Berlin compared to market leaders
- With increasing expectations of travelers it will be difficult to provide the services at low cost
These were the weaknesses in the Air Berlin SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
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Air Berlin Opportunities
- Acquisition of LTU ensures a smooth entry into long-haul market, LTU offers 23 routes to North America, Africa and Asia
- Flight School of Air Berlin can be an additional and important source of income
- Leverage on the fact that company operates one of the industry's youngest fleet (average age was 4.5 years)
Above we covered the opportunities in Air Berlin SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Air Berlin Threats
- Promotion of new routes earned through M&A could affect the demand of existing routes
- Direct competition based on fares by other players on all its major routes
- In Eastern Europe regions competition might increasing due to alternate modes of transport being available at lower fares
The threats in the SWOT Analysis of Air Berlin are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
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Hence this concludes the Air Berlin SWOT analysis.
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About Air Berlin
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Air Berlin Overview | |
|---|---|
| Parent Company |
Air Berlin GmbH |
| Category |
International |
| Sector | |
| Tagline/ Slogan |
Your Airline |
| USP |
Germany's Second largest airline in terms of passengers carried |
| Air Berlin STP | |
| Segmentation |
Middle Class/ Business Class |
| Target Market |
Passengers looking for comfort at low price |
| Positioning |
Low cost carrier providing quality travel |
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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