Alliance Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 1166

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

Alliance Airlines

Parent Company

Alliance Aviation Services Limited


Charter airlines



Tagline/ Slogan



Specializes in charter services for mining sites



Ad-hoc operations in Australia and South-East Asia

Target Group

Mining/energy companies operating at remote locations; large airlines requiring on- ground support


 Poor on fleet and service choice

SWOT Analysis


1. Strong route network in Australia, South East Asia and nearby Pacific islands.

2. Large fleet size and destination network of 35 airports.

3. Multiple operating bases to cater to customers in different energy sectors.

4. Strong market capitalization and good financial strength

5. Experts in providing FIFO operations in mining and energy sector


1. Made huge losses due to over dependence on mining boom.

2. Some airbases are costly and provide no scale economies.

3. All its fleet are of “Fokker” category, which are no longer produced and have limited support service.

4. Lack of brand building activities and social media presence


1. Procure smaller aircrafts to cater to luxury charter segment.

2. Leverage its penetration to attract new customers such as adventure tourists, TV crews etc.

3. Increasing importance of Pacific islands as travel destinations.

4. Leverage its good financial position to procure new category fleet.


1. Suspension of fleet service from Fokker’s manufacturer.

2. Slowdown of mining boom and continuous global meltdown can worsen the already slow business.

3. Lack of smaller aircrafts may shun away a section of customers.



1. Skipper Aviation

2. Regional Express Airlines



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