Swiss International Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 5274

SWOT Analysis of Swiss International Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Swiss International Airlines

Parent Company

Deutsche Lufthansa AG





Tagline/ Slogan

Our sign is a promise


National flag carrier of Switzerland

Swiss International Airlines STP


Business men / Frequent travelers

Target Group

Upper middle class


On time performance and quality service

Swiss International Airlines SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Swiss International Airlines :

1. Winner of the Best Airline western Europe award
2. Efficient airport service level at Zurich airport hub
3. New long haul business class seats provide flat bed comfort thus providing more luxuries to customers at competitors prices
4. Strong brand presence pan Europe


1. Lesser number of flights despite good destinations as compared to leading global players

2. Market share is limited due to intense competition


1. Leverage ownership of Swiss Aviation Training and Swiss World Cargo
2. Being a subsidiary of Lufthansa allows Swiss to expand its operations in previously unviable destinations
3. More customer services to increase experience


1. Fierce competition from other international airlines
2. Increasing cost of aviation fuel
3. Increasing labor cost

Swiss International Airlines Competition


Below are the 3 main Swiss International Airlines competitors :

1. British Airways
2. American Airlines
3. Air France

The brandguide table above concludes the Swiss International Airlines 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.


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