KLM SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of KLM analyses the brand by its strengths, weaknesses, opportunities & threats. In KLM 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 KLM to benchmark its business & performance as compared to the competitors. KLM is one of the leading brands in the airlines sector.

The table below lists the KLM SWOT (Strengths, Weaknesses, Opportunities, Threats), top KLM competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

KLM SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
KLM Brand 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

SWOT Analysis of KLM
KLM Strengths

Below are the Strengths in the SWOT Analysis of KLM:

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

KLM Weaknesses

Here are the weaknesses in the KLM SWOT Analysis:

1. Intense competition means limited market share growth for KLM

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

KLM Opportunities

Following are the Opportunities in KLM SWOT Analysis:

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

KLM Threats

The threats in the SWOT Analysis of KLM are as mentioned:

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

KLM Competition
KLM Competitors

Below are the top 13 competitors of KLM:

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

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 KLM. 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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