Air India SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 11925

SWOT Analysis of Air India with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Air India

Parent Company

Air India Limited





Tagline/ Slogan

Your Palace in the Sky


Air India is the oldest Indian international airline

Air India STP


Indian international travellers

Target Group

Corporate, Upper Middle Class


Air India offers premium airline travel from India to other global destinations

Air India SWOT Analysis


1. Strong Backing by the government of India is a big boost for Air India
2. Brand New Fleet of aircraft acquired by Air India

3. Air India is known for its unique and high quality "Maharaja" advertising

4. The company has its presence in more than 20+ countries

5. Air India covers approximately 50 destinations in India

6. Good advertising and branding has increased brand value

7. Online ticketing and low prices have increased the sales of Air India

8. The airline offers inflight entertainment, lounge services etc

9. Merging of Indian Airlines in Air India increase the business operations of the airline


1. Labour Problems and political intervention is a cause of worry for Air India
2. Financial crisis leading to payment issues of employees


1. Dedicated set of customers can boost Air India's business. Also, it can leverage on brand new fleet

2. The company can benefit from expansion of routes and international destinations

3. Solving internal issues regarding workforce can hugely boost image and operations


1. Rising Labour Costs can affect Air India's business operations
2. Rising Fuel Costs directly impact the running costs
3. Losing Marketshare due to other carriers can affect business of Air India



1. Jet Airways

2. Indigo Airlines

3. Vistara

4. Emirates

5. Singapore Airlines

6. British Airways

7. Qatar Airways

8. Qantas Airways

9. Malaysia Airlines

The table above concludes the Air India SWOT analysis along with its marketing and brand parameters.


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