KLM SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 6892
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SWOT Analysis of KLM with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

KLM

Parent Company

Air France-KLM

Category

International

Sector

Airlines

Tagline/ Slogan

Journeys of inspiration

USP

KLM is one of the oldest airline in the world still operating under its original name

KLM STP

Segment

People looking for comfort and punctuality

Target Group

Upper middle class urban

Positioning

Oldest operational airline which has the maximum experience

KLM SWOT Analysis

Strengths

1. KLM is a very positive image amongst the customers
2. Besides Sky Team,KLM has code-sharing agreement with many other airlines
3.  Good brand image because of KLM AirCares, a programme that aids underprivileged children
4. Average age of fleet is less which comprises 200+ aircrafts

5. Good advertising and branding have made KLM a top brand recall

6. Merger of KLM and Air France has made them a powerful force in the airline industry

7. More than 35000+ employees are with the airline

8. KLM has a reach to more than 140 destinations worldwide

Weaknesses

1. Intense competition means limited market share growth for KLM

2. Past accidents and incidents have often hurt the brand image

Opportunities

1. Opportunities for KLM by expansion in the low cost carrier segment

2. More efficient aircrafts in development by both Boeing and Airbus: greater passenger capacity can lead to reduced costs per seat

3. Sustainable growth opportunities, it will help to gain access to any market that will increase the quality its network

Threats

1. Government bailouts for competitors may lead to unfair competition also governmental interference with respect to consolidations is  a problem
2. Local airlines could pick up short-distance non-business passengers thereby affecting KLM 's business

3. Increasing environmental concerns may lead to higher taxes

Competition

Competitors

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Emirates


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

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