BA CityFlyer SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 1156
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SWOT Analysis of BA CityFlyer with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BA CityFlyer

Parent Company

British Airways & International Airlines Group

Category

International

Sector

Airlines

Tagline/ Slogan

To Fly. To Serve.

USP

Largest operator from the London airport

STP

Segment

Customers looking for cheap fares

Target Group

Middle class

Positioning

Cost efficient & extensive operator

SWOT Analysis

Strengths

1. Strong Brand Image

2. Extensive network at Heathrow & Gatwick

3. Alliance with Oneworld (many leading global airlines)
4. Access to technical expertise of British Airways

5. Strong parent brand lends a lot of value

Weaknesses

1. Fleet of Embraer E-Jets only (seating capacity of 70-100)
2. Powerful Employee Union is a concern

Opportunities

1. Increasing customer base by purchasing Airbus/Boeing carriers
2. Expansion in surrounding region

Threats

1. Competition from other low cost carriers
2. Rising fuel prices

Competition

Competitors

1. EasyJet
2. Virgin Airways
3. Jet2

 

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