Air New Zealand SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 8689

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



Customers looking for comfort

Target Group

Middle class / Upper middle class



SWOT Analysis


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



1. Qantans
2. Pacific Blue
3. Jetstar Airways

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


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