Qantas Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 20211
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SWOT Analysis of Qantas Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Qantas Airways

Parent Company

Qantas company

Category

International

Sector

Airlines

Tagline/ Slogan

The Spirit of Australia

USP

Premium Airline, Upper Middle Class, Middle Class

STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Premium international airlines showcasing the Australian hospitality

SWOT

Strengths

1. Strong Backing of Aus Govt
2. Monopoly in Australian Market

3. One of the top and largest airlines operating in Australia

4. Has been one of the oldest airline operators in the world

5. It has nearly 20 international as well as domestic destinations

6. Good brand building exercises through advertising and sponsorship 

Weaknesses

1. Too Much Concentration around Australasia
2. Issues among employees caused an issue

Opportunities

1. Australia Market has been so far less tapped. So it can ensure that no other airline can ever get a chance by gaining a major marketshare

2. More international destinations specially in Asia

3. Tie-ups with international airlines for a combined service offering to customers

Threats

1. Increasing fuel prices affects operations
2. Rising Labour Costs
2. Increasing Competition in Australina Market from new start ups and SE airlines

Competition

Competitors

1.Singapore Airlines
2.Air New Zealand



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