Loganair SWOT Analysis, USP & Competitors

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

‘Loganair’

Parent Company

Loganair

Category

Regional

Sector

Airlines

Tagline/ Slogan

Scotland’s Airline.

USP

Wide range of services

STP

Segment

Cargo, Medevac, charters and maintenance

Target Group

Commercial customers, Air ambulance and Mail services

Positioning

Low-cost carrier

SWOT Analysis

Strengths

1. Codeshare agreements with British Airways

2. Provides engineering, fuel and training services for other airlines

3. Medevac and Mail services for the Scottish government

4. Brand support as a franchisee of Flybe

5. One of UKs oldest operating airline

Weaknesses

1. Series of accidents in its history of operations and limited services means small market share

2. Dependence on government contracts for mail services

Opportunities

1. Substantial growth in passenger numbers due to grounding of helicopter fleet and Puma EC 225s in the region
2. Use of cash reserves for fleet expansion in the region

Threats

1. Airport employees strike
2. Rising fuel and labour costs

3. Fluctuating economic condition in the UK

Competition

Competitors

1. EasyJet
2. Ryanair
3. Bristow Helicopters

 

The table above concludes the Loganair SWOT analysis along with its marketing and brand parameters.

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