Alitalia Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 2810
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SWOT Analysis of Alitalia Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alitalia Airlines

Parent Company

CAI (Compagnia Aerea Italiana) and Air France-KLM

Category

International

Sector

Airlines

Tagline/ Slogan

The pleasure of flying Made in Italy

USP

Largest airline of Italy

STP

Segment

Business men and individual air travellers

Target Group

Middle class / upper middle class

Positioning

Semi-Premium airline

SWOT Analysis

Strengths

1. With a fleet size of 120 it serves 85+ destinations in 41 countries worldwide
2. It has a high market share (based on seat capacity) in the domestic market with a high top of the mind brand recall
3. Alitalia was nominated as Europe's most punctual airline and as one of the world's five most punctual airlines

4. Carries nearly 25 million passengers per annum

Weaknesses

1. The airline was almost dissolved and relaunched in 2009, although it has seen positive growth, restructuring of the airline is in process and hence operational efficiencies are not optimal

2. Limited presence outside Europe compared to leading international airlines

Opportunities

1. Leverage ownership of LCC Air One to tap low income group customers
2. Leverage association with Air-France to further increase its reach
3. More international destinations and aggressive advertising

Threats

1. Increasing number of LCCs
2. Rising aviation fuel and labour cost
3. Unfavorable govt and aviation policies

Competition

Competitors

1. Lufthansa
2. Aeroflot
3. easyJet



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