Flybe SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 1914
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SWOT Analysis of Flybe with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Flybe’

Parent Company

Rosedale (J.W.) Investments Limited

Category

Regional

Sector

Airlines

Tagline/ Slogan

Your local airline.

USP

Low-cost regional airline

STP

Segment

Customers looking for cheap fares

Target Group

Middle class/Low income groups

Positioning

Low-cost carrier

SWOT Analysis

Strengths

1. Cost advantage based out of UK

2. Extensive European network with highest customer base

3. Transparent pricing programs making loyal customers
4. Training academy for providing skilled workforce

5. It has over 180 routes and to over 65 European destinations

Weaknesses

1. Passenger Load factor low compared to other airlines
2. Smaller average flight length than competitors leads to loss of customers

Opportunities

1. Since it follows regional model, it can expand its base of operations to European areas without facing intense competition
2. Acquisition of BA Connect has led to significant increase in regional routes

3. Tieups and more loyalty programs can boost image

Threats

1. Faces competition from railways and roadways because of regional model
2. Rising fuel prices and labour costs

3. Unfavorable aviation industry and economic fluctuations

Competition

Competitors

1. EasyJet
2. BA Cityflyer
3. Jet2

 


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