Air France SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 11831
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SWOT Analysis of Air France with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Air France

Parent Company

Air France-KLM

Category

International

Sector

Airline

Tagline/ Slogan

Making the Sky the best place on the Earth; France is in the air

USP

Air France has good in-flight entertainment and tie up with rail service in Paris enabling air ticket booking at railway station

Air France STP

Segment

Upper middle class/Businessmen

Target Group

Passengers looking for luxury/comfort

Positioning

Air France services make flying the best experience for customers

Air France SWOT Analysis

Strengths

1. Air France is a very well established airline serving 270+ destinations worldwide  with a fleet size of over 250

2. Air France has a strong hub at Paris-Charles de Gaulle Airport
3. Tie-up with SNCF to provide rail services at TGV station in Paris. Travelers can book air ticket, check-in for the flight at the railway   station itself

4. Through the mobile site and Air France apps, all major services are available on a smart phone in 9 languages and at no extra charge

5. Good branding and marketing through TVCs print ads and sponsorship

6. Air France has a reach to over 200 international destinations

7. More than 80000+ employees are with the airlines

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

Weaknesses

1. Intense competition means limited market share growth
2. Air France has many subsidiaries and efficiently managing them is becoming difficult

Opportunities

1.  Air France can capitalise on central dual hub-based network

2. Capture European sourced international traffic

3. Use SkyTeam alliance to strengthen margins

4. Improve labour relations via employee ownership programme

Threats

1. Short-haul pricing pressure as competition intensifies

2. Persistently high fuel costs can reduce margins of Air France

3. Personnel cost increases despite long-term agreements in place

Competition

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. Emirates

11. Virgin Atlantic

12. United Airlines

13. KLM


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

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