Delta Airlines SWOT Analysis, USP & Competitors

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SWOT Analysis of Delta Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Delta Airlines

Parent Company

Delta Airlines Inc.





Tagline/ Slogan

Keep Climbing; Change is:Delta; One Great Airline; Good Goes around; We Love to Fly and it Shows; Delta gets you there;


World's Largest and America's oldest operating Airline



Passengers preferring reliability, safety and comfort

Target Group

Frequent Business travelers, Middle class/Upper middle class


' Passenger's Airline '

SWOT Analysis


1. Strategic merger of Northwest Airlines
2. Strong Brand Equity and brand presence
3. Strong hub in Atlanta

4. It has near about 5000 flights every day

5. Has a strong employee force of over 75,000 people

6. A fleetsize of over 700 caters to 250+ destinations


1. Overdependence on the North American market
2. High debt obligations causing financial issues


1. Leverage on SkyMiles, Delta is the only airlines to have no expiration date of the extra miles offered
2. Capitalize on growing market for aircraft maintenance, repair, and overhaul (MRO)
3. Delta is well positioned to capitalize on growing US regional airline industry


1. Intense Competition
2. Reputation damage as Delta was rated worst airline by 2010
3. Hike in fuel prices



1. United Continental Holdings
2. Southwest Airlines
3. American Airlines

The table above concludes the Delta Airlines SWOT analysis along with its marketing and brand parameters.


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