Air New Zealand SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 11687

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

Air New Zealand

Parent Company

New Zealand Government





Tagline/ Slogan

Amazing journeys. Every day


It's the only airline to circumnavigate the world

Air New Zealand STP


Customers looking for comfort

Target Group

Middle class / Upper middle class



Air New Zealand SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Air New Zealand :

1. Skytrax rated it as one of the top ten airlines and was awarded by air transport world as Airline of the year
2. Special routes have been designed to promote trade and marketing
3. It is currently the only airline to circumnavigate the world

4. Organizational structure is very well balanced and organized


1. Brand awareness and number of destinations are lesser compared to global giant

2. Limited operations and market share due to heavy competition


1. Strategic alliance with Qantans will help to strengthen its position in the industry
2. Leverage on the award Airline of the Year in 2010 and 2012 given by the Air Transport World Global Airline Awards to create a strong brand image


1. Strong competition from foreign players and LCCs

2. Increasing Fuel cost
3. Increasing labor cost

Air New Zealand Competition


Below are the 3 main Air New Zealand competitors :

1. Qantans
2. Pacific Blue
3. Jetstar Airways

The brandguide table above concludes the Air New Zealand 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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