Air Berlin SWOT Analysis

Air Berlin SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Air Berlin, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Air Berlin is one of the leading brands in the airlines sector. The article below lists the Air Berlin SWOT and includes its target market, segmentation, positioning & USP.

Let us start the SWOT Analysis below:

Air Berlin Strengths

The strengths of Air Berlin looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. Below are the Strengths in the SWOT Analysis of Air Berlin :

1. Air Berlin has its own pilot training program and was the first German flying school to receive training approval from the German Aviation Authority
2. It has a unique positioning in the market between LCC and traditional carriers which is difficult to emulate and capture
3. Very user friendly website as compared to other Air lines
4. Recipient of Business Travel Award and Best low cost airline award in 2010 and hence a very strong brand image

5. Carried over 33 million passengers annually, connecting Europe, S.E. Asia, Americas and Carribean

Air Berlin Weaknesses

The weaknesses of a brand are certain aspects of its business which it can improve. Here are the weaknesses in the Air Berlin SWOT Analysis:

1. Advertising and PR activities are a low-key affair at Air Berlin compared to market leaders
2. With increasing expectations of travelers it will be difficult to provide the services at low cost

Air Berlin Opportunities

The opportunities for any brand can include prospects of future growth. Following are the opportunities in Air Berlin SWOT Analysis:

1. Acquisition of LTU ensures a smooth entry into long-haul market, LTU offers 23 routes to North America, Africa and Asia
2. Flight School of Air Berlin can be an additional and important source of income
3. Leverage on the fact that company operates one of the industry's youngest fleet (average age was 4.5 years)

Air Berlin Threats

The threats for any business can be external factors which can negatively impact its business. The threats in the SWOT Analysis of Air Berlin are as mentioned:

1. Promotion of new routes earned through M&A could affect the demand of existing routes
2. Direct competition based on fares by other players on all its major routes
3. In Eastern Europe regions competition might increasing due to alternate modes of transport being available at lower fares

Hence this concludes the Air Berlin SWOT analysis.

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About Air Berlin

Air Berlin Overview
Parent Company	Air Berlin GmbH
Category	International
Sector	Airlines
Tagline/ Slogan	Your Airline
USP	Germany's Second largest airline in terms of passengers carried
Air Berlin STP
Segmentation	Middle Class/ Business Class
Target Market	Passengers looking for comfort at low price
Positioning	Low cost carrier providing quality travel

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.

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