Alaska Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Alaska Airways analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Alaska Airways 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 Alaska Airways to benchmark its business & performance as compared to the competitors and industry. As of 2020, Alaska Airways is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Alaska Airways competitors and includes Alaska Airways target market, segmentation, positioning & Unique Selling Proposition (USP).

Alaska Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Alaska Airways Brand Analysis
Parent Company

Alaska Air Group


Mainly domestic



Tagline/ Slogan

North of Expected


Known for its quality service

Alaska Airways STP
Alaska Airways Segmentation

Frequent travelers / Business men

Alaska Airways Target Market

Middle class / Upper middle class

Alaska Airways Positioning

High quality of service

Alaska Airways SWOT Analysis
Alaska Airways Strengths

Below are the Strengths in the SWOT Analysis of Alaska Airways:

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

Alaska Airways Weaknesses

Here are the weaknesses in the Alaska Airways SWOT Analysis:

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

Alaska Airways Opportunities

Following are the Opportunities in Alaska Airways SWOT Analysis:

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

Alaska Airways Threats

The threats in the SWOT Analysis of Alaska Airways are as mentioned:

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

Alaska Airways Competition

Below are the top 3 Alaska Airways competitors:

1. US Airways
2. SkyWest
3. JetBlue

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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 Alaska Airways. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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