British Airways Limited SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 847
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SWOT Analysis of British Airways Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

British Airways Limited

Parent Company

British Airways

Category

New York JFK and London City airports

Sector

Airlines

Tagline/ Slogan

-

USP

Business Class only flight

STP

Segment

Trans-Atlantic passenger base

Target Group

Executives preferring Business Class only flight

Positioning

It's like having your own private jet/Comfort without compromise

SWOT Analysis

Strengths

1. Pre-clearance of US immigration on selected flights
2. Increased baggage allowance and On-air internet service
3. Use of the parent company brand nameand relatively high load factor

4, Executive service for premium customers travelling between London and New York

Weaknesses

1. Limited service as it is only niche and low passenger reach

2.Refueling stops increases the travel time

Opportunities

1. Potential New source of finance for BA
2.Marketing of British Airways brand name at two different capitals

3. Can offer exclusive niche services to other premier destinations

Threats

1. New entrants like dreamjet can eat up market share
2.Life Expectancy of company on this route is very low

3. Increasing fuel prices and economical airfares can annihilate its exclusive market

Competition

Competitors

1.Odyssey Airlines
2.Dream Jet



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