Lion Air SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 4245
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SWOT Analysis of Lion Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lion Air

Parent Company

PT Lion Mentari Airlines (Rusdi Kirana and family)

Category

Mainly Domestic

Sector

Airline

Tagline/ Slogan

We make people fly

USP

Indonesia’s largest privately run airline

STP

Segment

Price conscious traveler

Target Group

Middle class / Frequent fliers

Positioning

Low cost carrier

SWOT Analysis

Strengths

1. It has the largest share of the domestic market share
2. A very strong name in Indonesian market with High top of the mind recall
3. The airline jointly announced with Boeing for a record-setting order of 200+ Boeing 737 MAX and Boeing 737-900ER planes setting the record for the world's biggest single order of 230 planes

4. Financially strong and good reputation of the brand

Weaknesses

1. The airline is limited to a very small market

2. Controversies involving the pilots affected the image of the company

Opportunities

1. Increase in destinations and services of cargo being offered
2. Lion Air along with its National Aerospace & Defense Industries signed a JV agreement to set up a new airline in Malaysia
3. Global tie-ups with international airlines and destinations

Threats

1. Negative perception about the airline regarding safety measures
2. Increasing fuel cost
3. With many orders of aircrafts in place, maintenance cost in the future will be very high

Competition

Competitors

1. Garuda
2. Sriwijaya Air
3. Jetstar Airways



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