Turkish Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 5944
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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

Turkish Airlines focuses on speed, punctuality without compromising quality of service

Turkish Airlines STP

Segment

Corporate Business / Leisure travelers looking for comfort of flying

Target Group

Upper middle class

Positioning

Turkish Airlines is a global airline serving customers world wide

Turkish Airlines SWOT Analysis

Strengths

1. Turkish Airlines has a substantial cost advantage over rivals
2. Benefiting from liberalisation policies
3. Turkish Airlines serves around 250 destinations all over the world
4. Innovative marketing strategies giving an edge over competitors

5. Association with sports teams and events as sponsors has increased brand equity of Turkish Airlines

6. Strong backing of the government of Turkey, as it is the flagship carrier

7. Turkish Airlines has more than 25000+ employees serving customers worldwide

8. In flight entertainment, premium services, lounge facilities etc give boost to the brand

9. Turkish Airlines has a location advantage where it can serve Europe & Asia equally well

Weaknesses

1. Intense competition means limited market share growth for Turkish Airlines
2. Restrictions on expansion due to government intervention

Opportunities

1. Increasing disposable income among people in Europe and Asia to travel
2. Rising market share of Turkish Airlines can be used to create a strong brand image
3. Leverage the flourishing tourism in Turkey

Threats

1. Increasing presence of low cost carriers can affect business of Turkish Airlines

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

3. Rising fuel prices, labor costs etc can affect business margins

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. Emirates

10. Air France

11. Virgin Atlantic

12. United Airlines

13. KLM


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

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