KLM SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 7343

SWOT Analysis of KLM with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Air France-KLM





Tagline/ Slogan

Journeys of inspiration


KLM is one of the oldest airline in the world still operating under its original name



People looking for comfort and punctuality

Target Group

Upper middle class urban


Oldest operational airline which has the maximum experience

KLM SWOT Analysis


1. KLM is a very positive image amongst the customers
2. Besides Sky Team,KLM has code-sharing agreement with many other airlines
3.  Good brand image because of KLM AirCares, a programme that aids underprivileged children
4. Average age of fleet is less which comprises 200+ aircrafts

5. Good advertising and branding have made KLM a top brand recall

6. Merger of KLM and Air France has made them a powerful force in the airline industry

7. More than 35000+ employees are with the airline

8. KLM has a reach to more than 140 destinations worldwide


1. Intense competition means limited market share growth for KLM

2. Past accidents and incidents have often hurt the brand image


1. Opportunities for KLM by expansion in the low cost carrier segment

2. More efficient aircrafts in development by both Boeing and Airbus: greater passenger capacity can lead to reduced costs per seat

3. Sustainable growth opportunities, it will help to gain access to any market that will increase the quality its network


1. Government bailouts for competitors may lead to unfair competition also governmental interference with respect to consolidations is  a problem
2. Local airlines could pick up short-distance non-business passengers thereby affecting KLM 's business

3. Increasing environmental concerns may lead to higher taxes



1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Emirates

The table above concludes the KLM SWOT analysis along with its marketing and brand parameters.


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