Mesa Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 541
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SWOT Analysis of Mesa Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mesa Airlines

Parent Company

Mesa Air Group

Category

Regional airlines

Sector

Airlines

Tagline/ Slogan

-

USP

Multiple sub-brands catering to different markets

STP

Segment

Passengers travelling across airline classes

Target Group

Customers across multiple income segments.

Positioning

Best-in-class safety and customer service provider.

SWOT Analysis

Strengths

1. Brand name: Ranked World’s one of the best regional airline

2. Strong brand image as one of the safest regional carrier

3. Industry affiliation with AAR, world’s best airframe supplier

4. Operates under strong brand names in the Star alliance

5. Large fleet size of 70+ and destination network of 165 airports

6. Focus on customer  satisfaction and good services

Weaknesses

1. Infeasible costs forced to close down Hawaiian business, a source of differentiation.

2. Weak financial position due to excessive leasing policy.

3. Multiple bankruptcy filings in late 2000’s hit its brand name.

4. Poor management of “Go! Airline” brand, with multiple allegations over predatory pricing.

Opportunities

1. Mesa should guard itself from excessive expansions, given its past.

2. Enhance its lost brand image by re-focusing on its primary strengths- safety and good customer service

Threats

1. Increasing fuel prices are making low fare segments infeasible.

2. Mesa may lose its primary partners, given its performance in last 5 years and a competitive feeder airline market. 

Competition

Competitors

1. Southwest Airlines

2. Air Wisconsin

 


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