Turkish Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 4624
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SWOT Analysis of Turkish Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Turkish Airlines

Parent Company

Turkish Airlines

Category

International

Sector

Airlines

Tagline/ Slogan

Globally Yours

USP

Speed, punctuality without compromising quality of service

STP

Segment

Corporate Business / Leisure travelers

Target Group

Upper middle class

Positioning

First class service at business class fares

SWOT Analysis

Strengths

1. Substantial cost advantage over rivals
2. Benefiting from liberalisation policies
3. Serves around 250 destinations all over the world
4. Innovative marketing strategies giving an edge over competitors (launched the QR flag campaign during London Olympics to spread awareness and attract customers from all over the world)

5. Association with sports teams and events as sponsors increase brand equity

Weaknesses

1. Under-utilising the potential of membership with Star Alliance
2. Restrictions on expansion due to government intervention

Opportunities

1. Increasing disposable income among its UK population
2. Rising market share can be used to create a strong brand image
3. Leverage the flourishing tourism in Turkey

Threats

1. LCCs increasing their presence

2. Economic downturn can result in decline of air travel – particularly for business traffic

3. Very strong competition from British Airways

Competition

Competitors

1. British Airways

2. Pegasus Airlines

3. Easyjet
4. Air France



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