Monarch Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 1719
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SWOT Analysis of Monarch Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Monarch Airlines

Parent Company

Globus Travel Group

Category

Passenger and charter airline

Sector

Airlines

Tagline/ Slogan

-

USP

One of the world’s largest privately held airlines

STP

Segment

Primarily budget customers, and few leisure travelers

Target Group

Vacation travelers, price sensitive passengers

Positioning

Low cost to mid-range carrier

SWOT Analysis

Strengths

1. Excellent customer service records with a capacity of 6+ million customers annually

2. Huge fleet consisting of 40+ large capacity aircrafts

3. Economies of scale in aircraft maintenance owing to single category fleet

4. Large geographical presence across 100+ destinations in Europe.

5. Strong online and social media presence

6. Cheap holiday packages

Weaknesses

1. Absence of small capacity fleet

2. Operating air-bases are cost ineffective

3. Declining customer traffic over last few years

Opportunities

1. Procure smaller fleet for their charter services

2. Persisting global meltdown is favoring low cost airlines to flourish

3. Increasing geographic presence can open more opportunities

Threats

1. Increasing fuel prices make low fare operations infeasible

2. Airbus’ inability to cater to Monarch’s order, stalling capital

3. Highly volatile fuel prices and rising air taxes in UK

4. Global meltdown encouraging rail travel within Europe

Competition

Competitors

1. Ryanair

2. Easy Jet

 


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