Air France SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 10751

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

Air France

Parent Company

Air France-KLM





Tagline/ Slogan

Making the Sky the best place on the Earth


In-flight entertainment and Tie up with rail service in Paris enabling air ticket booking at railway station



Upper middle class/Businessmen

Target Group

Passengers looking for luxury/comfort


Premium , High quality of service

SWOT Analysis


1. A very well established airline serving 270+ destinations worldwide  with a fleet size of over 250

2. Strong hub at Paris-Charles de Gaulle Airport
3. Tie-up with SNCF to provide rail services at TGV station in Paris.           Travelers can book air ticket, check-in for the flight at the railway   station itself

4. Through the mobile site and Air France apps, all major services are available on a smart phone in 9 languages and at no extra charge

5. Good branding and marketing through TVCs print ads and sponsorship


1. The depressed cargo market is having negative impact on financial condition of the company
2. Air France has many subsidiaries and efficiently managing them is becoming difficult


1. Capitalise on central dual hub-based network

2. Capture European sourced international traffic

3. Use SkyTeam alliance to strengthen margins

4. Improve labour relations via employee ownership programme


1. Short-haul pricing pressure as competition intensifies

2. Persistently high fuel costs

3. Personnel cost increases despite long-term agreements in place

4. Collapse or weakness of partner airlines



1. Lufthansa
2. AMR Corporation
3. British Airways

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


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