Alitalia Airlines SWOT Analysis, Competitors, STP & USP

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

SWOT analysis of Alitalia Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Alitalia Airlines SWOT Analysis, 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 industry. Alitalia Airlines is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Alitalia Airlines competitors and includes Alitalia Airlines target market, segmentation, positioning & Unique Selling Proposition (USP).

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

Business men and individual air travellers

Alitalia Airlines Target Market

Middle class / upper middle class

Alitalia Airlines Positioning

Semi-Premium airline

Alitalia Airlines SWOT Analysis
Alitalia Airlines Strengths

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

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

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 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 Competition

Below are the top 3 Alitalia Airlines competitors:

1. Lufthansa
2. Aeroflot
3. easyJet

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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