British Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 18629
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SWOT Analysis of British Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

British Airways

Parent Company

International Airlines Group

Category

International

Sector

Airlines

Tagline/ Slogan

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

USP

Premium Airline, Upper Middle Class, Middle Class

STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Premium

SWOT

Strengths

1. Strong Backing of UK Govt
2. Strong Hub in UK

3. Strong brand presence and excellent global presence

4. It has a fleet size of over 260 aircrafts

5. It has nearly 150 international destinations across 6 continents

Weaknesses

1. Severe Competition from Cash Rich Middle Eastern Airlines

2. Intense competition means limited market share

Opportunities

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

2.Expanding its global operations

Threats

1. Rising Fuel Costs
2. Rising Labour Costs
3. Increasing Competition in European Market

Competition

Competitors

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



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