Qantas Airways SWOT Analysis, USP & Competitors

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

Qantas Airways

Parent Company

Qantas company





Tagline/ Slogan

The Spirit of Australia


Premium Airline, Upper Middle Class, Middle Class



Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class


Premium international airlines showcasing the Australian hospitality



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 


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


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


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



1.Singapore Airlines
2.Air New Zealand

The table above concludes the Qantas Airways SWOT analysis along with its marketing strategy and brand parameters.


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