SWOT Analysis of American Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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American Airlines |
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Parent Company |
AMR Corporation |
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Category |
International |
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Sector |
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Tagline/ Slogan |
Be yourself. Nonstop; We know why you fly |
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USP |
Excellent quality of onboard entertainment |
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American Airlines STP |
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Segment |
Customers preferring comfort/punctuality |
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Target Group |
Middle class/Upper middleclass |
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Positioning |
Premium American Airlines |
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American Airlines SWOT Analysis |
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Strengths |
1. Strong Hub in Dallas/Fort Worth 4. Strong image for onboard entertainment content 5. Wide reach with over 250 destinations with a strong fleet size of 600 carriers |
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Weaknesses |
1. Financial position is a cause for concern 2. Losing out market share to LCCs and other competitive players |
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Opportunities |
1. Leverage on code share agreement with a number of airlines |
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Threats |
1. Increasing Fuel Costs and Increasing Labor Costs 2. Pressure from regulation bodies and govt policies |
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American Airlines Competition |
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Competitors |
1. United Airlines |
The brandguide table above concludes the American Airlines SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
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