Southwest Airlines SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: August 26, 2021

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

Love is Still Our Field; Just Plane Smart; THE Low Fare Airline


Largest low cost carrier in United States

Southwest Airlines STP

Price sensitive passengers

Target Group

Middle income people looking for affordable travel


Low cost American airlines connecting various destinations

SWOT Analysis of Southwest Airlines
Southwest Airlines Strengths

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

1. Southwest is one of the largest airline brands in the world

2. Southwest airlines is recognized for offering low-cost travel to travelers

3. The company has its reach to more than 100 destination in the USA

4. Apart from USA, Southwest has its flights flying to 10 countries

5. The company has more than 50,000 employees

6. Due to very streamlined process, the airline operator receives very few complaints as compared to other air carrier

7. Southwest's business model of low-cost air travel has been a major inspiration to many companies worldwide

8. As a part of its experience, the aircrafts offer Wi-Fi, entertainment, movies, games, music etc.

9. The company has a very effective marketing via several channels like TV, print ads, online ads and ecommerce portals

Southwest Airlines Weaknesses

Here are the weaknesses in the Southwest Airlines SWOT Analysis:

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

2. Dependence only on the American market means limited customer share of travelers

Southwest Airlines Opportunities

Following are the Opportunities in Southwest Airlines SWOT Analysis:

1. Expansion to other cities with the USA can help boost its business

2. International flights and global expansion can help increase the revenue for Southwest airlines

3. Tie-up with international airline companies to offer global air travel at affordable prices

Southwest Airlines Threats

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

1. Operating costs can increase and hence air fare will increase

2. Increase in fuel prices can lead to loss of margins for Southwest

3. Changing economic policies, recessions & pandemics can affect the tourism sector, thereby impacting their revenue

Southwest Airlines Competition
Southwest Airlines Competitors

Below are the top 5 competitors of Southwest Airlines:

1. United Airlines

2. American Airlines

3. JetBlue Airways

4. Delta Airlines

5. Virgin Atlantic

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 2500 brands from over 20 industry sectors.

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