Thomson Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 3237
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SWOT Analysis of Thomson Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Thomson Airways’

Parent Company

TUI Travel

Category

International

Sector

Airlines

Tagline/ Slogan

Don’t just travel, travel with a smile.

USP

World’s largest charter airline

STP

Segment

Tourism and vacation packages

Target Group

Customers looking for customized holidays

Positioning

Exclusive and customized packages for every customer

SWOT Analysis

Strengths

1. Strong brand image – named world’s best leisure airline

2. Exclusive holiday packages not offered by competitors

3. Thomson group offerings of ‘Pay & forget’ tourist packages
4. Offering flights & packages around the world

5. Worlds largest charter airline with nearly 100 destinations

6. Carries over 10 million passengers annually

Weaknesses

1. Revenues from tourism which is highly dependent on economy
2. Flexibility of packages leads to some dissatisfied customers

Opportunities

1. Integration with tourist destinations for higher passenger load factor
2. Contracts with private corporations for mutual benefit

3. International tourism can be tapped with tieups

Threats

1. Faces competition from other travel companies
2. Terrorism threats cause reduced passenger traffic for tourism travel

3. Increasing fuel and operation costs

Competition

Competitors

1. EasyJet
2. British Airways
3. Jet2


The table above concludes the Thomson Airways SWOT analysis along with its marketing strategy and brand parameters.

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