Alitalia Airlines SWOT Analysis, USP & Competitors

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

Alitalia Airlines

Parent Company

CAI (Compagnia Aerea Italiana) and Air France-KLM





Tagline/ Slogan

The pleasure of flying Made in Italy


Largest airline of Italy



Business men and individual air travellers

Target Group

Middle class / upper middle class


Semi-Premium airline

SWOT Analysis


1. With a fleet size of 120 it serves 85+ destinations in 41 countries worldwide
2. It has a high market share (based on seat capacity) in the domestic market with a high top of the mind brand recall
3. Alitalia was nominated as Europe's most punctual airline and as one of the world's five most punctual airlines

4. Carries nearly 25 million passengers per annum


1. The airline was almost dissolved and relaunched in 2009, although it has seen positive growth, restructuring of the airline is in process and hence operational efficiencies are not optimal

2. Limited presence outside Europe compared to leading international airlines


1. Leverage ownership of LCC Air One to tap low income group customers
2. Leverage association with Air-France to further increase its reach
3. More international destinations and aggressive advertising


1. Increasing number of LCCs
2. Rising aviation fuel and labour cost
3. Unfavorable govt and aviation policies



1. Lufthansa
2. Aeroflot
3. easyJet

The table above concludes the Alitalia Airlines SWOT analysis along with its marketing and brand parameters.


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