Air Berlin SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 9146

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

Air Berlin SWOT, Competitors, Marketing STP & Brand analysis Table
Air Berlin Brand Analysis
Parent Company

Air Berlin GmbH





Tagline/ Slogan

Your Airline


Germany's Second largest airline in terms of passengers carried

Air Berlin STP

Middle Class/ Business Class

Target Group

Passengers looking for comfort at low price


Low cost carrier providing quality travel

Air Berlin SWOT Analysis

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

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


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


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)


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

Air Berlin Competition

Below are the top 3 Air Berlin competitors:

1. Lufthansa
2. Air Europa
3. Aeroflot

The brandguide table above concludes the Air Berlin 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. Browse marketing analysis of more brands and companies similar to Air Berlin. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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