Alaska Airways SWOT Analysis, USP & Competitors

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SWOT Analysis of Alaska Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alaska Airways

Parent Company

Alaska Air Group


Mainly domestic



Tagline/ Slogan

North of Expected


Known for its quality service



Frequent travelers / Business men

Target Group

Middle class / Upper middle class


High quality of service

SWOT Analysis


1. It is the seventh-largest US airline in terms of passenger traffic
2. J. D. Power and Associates ranked Alaska Airlines highest in customer satisfaction for traditional North American airlines for 5 consecutive years

3. Alaska Airlines carries more passengers between the state of Alaska and the contiguous United States than any other airline thus has a strong presence in domestic market
4. Due to the geographic location of Alaska, air travel is the largest form of transportation


1. Not a member of any of the Airline Alliances
2. Absence in lucrative Asian market


1. In-flight entertainment player created by Alaska
2. Membership of any airline alliance will help to increase reach via code share agreements
3. Leverage on association with Starbucks to provide onboard coffee by creating awareness in all Starbucks outlets


1. Fluctuating demand of air travel by economy class
2. Increasing cost of aviation fuel
3. Increasing cost of training employees as high technology is used by Alaska



1. US Airways
2. SkyWest
3. JetBlue

The table above concludes the Alaska Airways SWOT analysis along with its marketing and brand parameters.


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