Alitalia Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

CAI (Compagnia Aerea Italiana) and Air France-KLM

International

Airlines

The pleasure of flying Made in Italy

Largest airline of Italy

Business men and individual air travellers

Middle class / upper middle class

Semi-Premium airline

Below are the Strengths in the SWOT Analysis of Alitalia Airlines:

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

Here are the weaknesses in the Alitalia Airlines SWOT Analysis:

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

Following are the Opportunities in Alitalia Airlines SWOT Analysis:

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

The threats in the SWOT Analysis of Alitalia Airlines are as mentioned:

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

Below are the top 3 Alitalia Airlines competitors:

1. Lufthansa
2. Aeroflot
3. easyJet