Norwegian Air Shuttle SWOT Analysis, USP & Competitors

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SWOT Analysis of Norwegian Air Shuttle with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Norwegian Air Shuttle

Parent Company

Norwegian Air Shuttle ASA





Tagline/ Slogan

Freedom to choose


Second-largest airline in Scandinavia



Leisure travelers / business men

Target Group

Middle class / upper middle class


Low cost carrier

SWOT Analysis


1. It offers high frequency domestic flights and thus has a strong hold in the domestic market
2. Growth in market share and net revenue generated is positive and better than its peers
3. Strong presence in the region it operates

4. The company has a good customer focus and good reputation among the custoemrs


1. Not a member of any airline alliance
2. Frequency of flights to international destinations is low and this affects customer loyalty


1. It has plans of becoming one of the first long-haul LCCs in the world
2. Expand its reach by establishing new routes to international destinations
3. Better services to the customers to increase loyalty


1. The government of Scandinavia financially supports SAS giving it a competitive edge over Norwegian

2. Rising fuel cost
3. Better marketing campaigns undertaken by rivals may dilute brand image



1. Scandinavian Airlines Systems
2. EasyJet
3. Finn Air

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


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