Southwest Airlines SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Southwest Airlines analyses the brand by its strengths, weaknesses, opportunities & threats. In Southwest Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Southwest Airlines to benchmark its business & performance as compared to the competitors. Southwest Airlines is one of the leading brands in the airlines sector.

The table below lists the Southwest Airlines SWOT (Strengths, Weaknesses, Opportunities, Threats), top Southwest Airlines competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Southwest Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Southwest Airlines Brand Analysis
Parent Company

Southwest Airlines Co.





Tagline/ Slogan

Stop Searching. Start Traveling; A Symbol of Freedom; Southwest Airlines. THE Low Fare Airline; How do we love you? Let us count the ways


Largest low cost carrier in United States

Southwest Airlines STP
Southwest Airlines Segmentation

Price sensitive passengers

Southwest Airlines Target Market

Middle class

Southwest Airlines Positioning

Low cost American airline

SWOT Analysis of Southwest Airlines
Southwest Airlines Strengths

Below are the Strengths in the SWOT Analysis of Southwest Airlines:

1. Maximizes use of Internet for reservation
2. Has Boeing fleet that has minimized maintenance expenses
3. Admirable relations with workforce that leads to higher sales
4. Presents credits on amount spent instead of distance travelled

5. Operates more than 3300 flights daily to neatly 100 destinations

6. Strong employee base of 37,000 people

Southwest Airlines Weaknesses

Here are the weaknesses in the Southwest Airlines SWOT Analysis:

1. Strong competition from other LCC carriers means limited market share growth

2. Dependence only on the American market

Southwest Airlines Opportunities

Following are the Opportunities in Southwest Airlines SWOT Analysis:

1. Expansion to other cities
2. International flights and global expansion
3. Potential for research in marketing and advertising

Southwest Airlines Threats

The threats in the SWOT Analysis of Southwest Airlines are as mentioned:

1. Operating cost likely to increase and hence air fare will increase
2. Increasing and effective use of internet by competitors
3. Increase in fuel prices

Southwest Airlines Competition

Below are the top 3 Southwest Airlines competitors:

1. United Airlines
2. American Airlines
3. JetBlue Airways

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Southwest Airlines. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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