British Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 19882

SWOT Analysis of British Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

British Airways

Parent Company

International Airlines Group





Tagline/ Slogan

To fly. To serve. The world's favourite airline; Upgrade to British Airways


British Airways is a premium airline based out of UK catering the world

British Airways STP


Passengers Preferring Comfort / reliability in air travel

Target Group

Corporates / Upper Middle Class / Middle Class


Premium international airline based out of UK

British Airways SWOT Analysis


1. Strong Backing of UK Govt makes British Airways a strong player
2. Strong Hub in England gives access to Europe

3. British Airways has a substantial brand presence and excellent global presence

4. It has a fleet size of over 260 aircrafts

5. British Airways has nearly 150 international destinations across 6 continents

6. Excellent marketing and advertising of the airline across the world


1. Severe Competition from other leading airlines on all routes

2. Intense competition means limited market share for British Airways


1. The Heathrow Terminal is a major hub across the world and British Airways has a major presence here

2. Expanding its global operations to newer territories and regions

3. Alliances and code sharing with other global airlines can boost British Airways's business


1. Rising Fuel costs can reduce profit margins
2. Rising labour costs
3. Increasing competition in European market can adversely effect the market share of British Airways



1. Virgin Atlantic
2. British Midland
3. Lufthansa
4. Emirates
5. Jet Airways


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