Alitalia Airlines SWOT Analysis, Competitors & USP

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

Alitalia Airlines SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Alitalia Airlines, 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 Alitalia Airlines to benchmark its business & performance as compared to the competitors, and make strategic improvements. Alitalia Airlines is one of the leading brands in the airlines sector.

The article below lists the Alitalia Airlines SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Alitalia Airlines SWOT Analysis:

SWOT Analysis of Alitalia Airlines

For Alitalia Airlines, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Alitalia Airlines Strengths

The strengths of Alitalia Airlines looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

Alitalia Airlines Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

Alitalia Airlines Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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

Alitalia Airlines Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. 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

Alitalia Airlines Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Alitalia Airlines:

1. Lufthansa
2. Aeroflot
3. easyJet

Hence this concludes the Alitalia Airlines SWOT analysis.

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About Alitalia Airlines

Alitalia Airlines Overview
Parent Company

CAI (Compagnia Aerea Italiana) and Air France-KLM





Tagline/ Slogan

The pleasure of flying Made in Italy


Largest airline of Italy

Alitalia Airlines STP

Business men and individual air travellers

Target Market

Middle class / upper middle class


Semi-Premium airline

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.

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