Southwest Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 13792

SWOT analysis of Southwest Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. Southwest Airlines is one of the leading brands in the airlines sector. The table below also lists the top Southwest Airlines competitors and elaborates Southwest Airlines segmentation, targeting, positioning & USP.

Southwest Airlines

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


Price sensitive passengers

Target Group

Middle class


Low cost American airline

Southwest Airlines SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Southwest Airlines. Strengths are:

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


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


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


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

The brandguide table above concludes the Southwest 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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