Eastern Australia Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 588
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SWOT Analysis of Eastern Australia Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Eastern Australia Airlines

Parent Company

Qantas Airways Pty Ltd.

Category

Regional domestic Airline

Sector

Airline Industry

Tagline/ Slogan

Spirit of Australia

USP

Low cost carrier serving metropolitan and regional destinations

STP

Segment

Commercial civil airline

Target Group

People from metropolitan and rural areas

Positioning

As a low cost carrier and aiding the Qantas link

SWOT Analysis

Strengths

1. Sponsoring festivals and promotion of tourism to improve business
2. Fully owned subsidiary of Qantas Airlines.
3. Fleet size of 20+ and serves many destinations
4. Up gradation of fleet to serve the traveler better. Using Bombardier dash 8 Q400 which has 72 seats compared to old one which had 36

5. Strong parent brand adds operational efficiency

Weaknesses

1. Carrying capacity is less compared to bigger players
2.Operate only in restricted region means less market share

Opportunities

1. Expansion in other part of Australia
2.Leverage upon the Qantas network to operate in tourist route as well as can operate in festivals destination in Australia
3.More destinations can boost brand reach

Threats

1. Rapid development in Airline Industry in terms of efficiency, safety and ease of operation.
2.Government regulation and cannibalization from Qantas airline brand which operate in the same region
3.Rising fuel prices

Competition

Competitors

1.Sharp Airlines
2.Skywest Airlines
3.King Island Airlines

 


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