Southern Air SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 603
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SWOT Analysis of Southern Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Southern Air

Parent Company

Oak Hill Capital Partners

Category

International

Sector

Airlines

Tagline/ Slogan

Specializing in long – haul , heavy lift operations for ACMI and charter customers

USP

Provides a wide range of services including long-term ACMI (Aircraft, Crew, Maintenance, Insurance), air cargo solutions, on-demand charters and humanitarian relief flights

STP

Segment

Cargo Carriers and solutions, ACMI(Aircraft, crew, maintenance, insurance) ,

Target Group

Companies, airlines  and governments who want cargo solutions

Positioning

Provides greater flexibility, responsiveness and value

SWOT Analysis

Strengths

1. World’s only ACMI provider of 777 freighters
2. Dedicated exclusively to global air cargo for over decades
3. Large variety of fleet to meet different service requirements
4. Multiple year contract with DHL Aviation
5. 

5. Also provides on-demand charters and military relief flights

Weaknesses

1.Financial restructuring  and voluntarily filed for Chapter 11 bankruptcy protection
2.Dependency on government for business( 40% of revenue from government operations).

Opportunities

1. Contract extension to continue flying cargo across the world for DHL
2.Financial restructuring and shifting of location after emerging from bankruptcy has given it renewed vigour

Threats

1. Stagnant international freight market
2. Decline in business from the U.S. Department of Defense

3. Intense competition from existing players

Competition

Competitors

1.ABX Air
2.Air Evac
3.Atlantic Airlines

 


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