Swiss International Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 3028
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SWOT Analysis of Swiss International Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Swiss International Airlines

Parent Company

Deutsche Lufthansa AG

Category

International

Sector

Airlines

Tagline/ Slogan

Our sign is a promise

USP

National flag carrier of Switzerland

STP

Segment

Business men / Frequent travelers

Target Group

Upper middle class

Positioning

On time performance and quality service

SWOT Analysis

Strengths

1. Winner of the Best Airline western Europe award
2. Efficient airport service level at Zurich airport hub
3. New long haul business class seats provide flat bed comfort thus providing more luxuries to customers at competitors prices
4. Strong brand presence pan Europe

Weaknesses

1. Lesser number of flights despite good destinations as compared to leading global players

2. Market share is limited due to intense competition

Opportunities

1. Leverage ownership of Swiss Aviation Training and Swiss World Cargo
2. Being a subsidiary of Lufthansa allows Swiss to expand its operations in previously unviable destinations
3. More customer services to increase experience

Threats

1. Fierce competition from other international airlines
2. Increasing cost of aviation fuel
3. Increasing labor cost

Competition

Competitors

1. British Airways
2. American Airlines
3. Air France



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