Alaska Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 3445
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SWOT Analysis of Alaska Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alaska Airways

Parent Company

Alaska Air Group

Category

Mainly domestic

Sector

Airlines

Tagline/ Slogan

North of Expected

USP

Known for its quality service

STP

Segment

Frequent travelers / Business men

Target Group

Middle class / Upper middle class

Positioning

High quality of service

SWOT Analysis

Strengths

1. It is the seventh-largest US airline in terms of passenger traffic
2. J. D. Power and Associates ranked Alaska Airlines highest in customer satisfaction for traditional North American airlines for 5 consecutive years

3. Alaska Airlines carries more passengers between the state of Alaska and the contiguous United States than any other airline thus has a strong presence in domestic market
4. Due to the geographic location of Alaska, air travel is the largest form of transportation

Weaknesses

1. Not a member of any of the Airline Alliances
2. Absence in lucrative Asian market

Opportunities

1. In-flight entertainment player created by Alaska
2. Membership of any airline alliance will help to increase reach via code share agreements
3. Leverage on association with Starbucks to provide onboard coffee by creating awareness in all Starbucks outlets

Threats

1. Fluctuating demand of air travel by economy class
2. Increasing cost of aviation fuel
3. Increasing cost of training employees as high technology is used by Alaska

Competition

Competitors

1. US Airways
2. SkyWest
3. JetBlue



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