Great Lakes Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 595
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SWOT Analysis of Great Lakes Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Great Lakes Airlines

Parent Company

Great Lakes Aviation, Ltd

Category

Regional airlines

Sector

Airlines

Tagline/ Slogan

-

USP

Largest “Essential Air Service” provider in the US

STP

Segment

Price sensitive customers, living in small town Western USA

Target Group

Communities who participate in the Essential Air Service program.

Positioning

Largest player in a niche market segment

SWOT Analysis

Strengths

1. Widespread network in California and Arizona, chief beneficiaries of the EAS program.

2. Predominantly fleet is the fuel efficient Beechcraft 1900.

3. Inter-city flight linkages with United Express, one of the biggest US regional airline brand

4. Regionally a very prominent brand in the aviation sector

Weaknesses

1. Poor operating record with flight delays and bad customer service.

2. Beechcraft 1900 has limited capacity of a few and can’t accommodate even minor demand surges.

3. No connectivity in the Eastern USA EAS areas

Opportunities

1. Enter one of the 3 main alliances for efficient technical support.

2. Consider charter services to tap into premium customer segment in the West Coast.

Threats

1. Significant erosion of brand image, owing to poor code-share implementation.

2. Reducing US Govt. subsidies may affect EAS segment and eventually, a most of Great Lakes’ business.

Competition

Competitors

1. Cape Air

2. Sky West Airways

3. Silver Airways

 


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