KLM SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 12133

SWOT analysis of KLM analyses the brand/company with 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 and industry. KLM is one of the leading brands in the airlines sector. The table below also lists the top KLM competitors and elaborates KLM market segmentation, target group, positioning & Unique Selling Proposition (USP).

KLM SWOT, Competitors, Marketing STP & 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

KLM SWOT Analysis

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

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


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


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


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

Below are the top 13 KLM competitors:

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 brandguide table above concludes the KLM 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 KLM. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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