Jetstar Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 4820
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SWOT Analysis of Jetstar Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Jetstar Airways

Parent Company

Qantas

Category

International

Sector

Airlines

Tagline/ Slogan

Australia's #1 Low Fares Airline; Low Fares, Good Times(Fly Away)

USP

Lowest cost else matches prices to competitors’

STP

Segment

Customers looking for cheap fares

Target Group

Middle Class/Low income groups

Positioning

Low cost

SWOT Analysis

Strengths

1. Extensive domestic and regional presence as it is one of the top three service providers
2. Customer Guarantee and Price Guarantee programs
3. Loyal customers due to low prices and brand reputation
4. Qantas’ tag of ‘Safest Carrier in the world’

Weaknesses

1. High overheads in maintenance due to non-utilization of resources and employees
2. Employees’ unrest – susceptible to strike due to low wages

Opportunities

1. Expansion of routes in the regional area
2. Increase in share of Business travellers
3. Expected boom in the Trans-Tasman routes

Threats

1. Intense competition from other low cost carriers
2. Changes in regulation in Australia led to losses for Qantas
3. Rising fuel costs

Competition

Competitors

1. Air New Zealand
2. Virgin Australia
3. Tigerair Australia


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