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

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

SWOT analysis of Austrian Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Austrian 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 Austrian Airlines to benchmark its business & performance as compared to the competitors and industry. As of 2020, Austrian Airlines is one of the leading brands in the airlines sector.

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

Austrian Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Austrian Airlines Brand Analysis
Parent Company

Deutsche Lufthansa AG





Tagline/ Slogan

We fly for your smile


Strong brand backing of Lufthansa

Austrian Airlines STP
Austrian Airlines Segmentation

Business travelers / Frequent fliers

Austrian Airlines Target Market

Middle and upper middle class

Austrian Airlines Positioning

Customer friendly airline

Austrian Airlines SWOT Analysis
Austrian Airlines Strengths

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

1. Being a subsidiary of Lufthansa it is associated with a strong brand name

2. It owns shares in many companies and hence has a steady financial inflow
3. With a fleet size of nearly 80 it provides services to over 130 destinations all over the world
4. Strong brand presence across Europe

Austrian Airlines Weaknesses

Here are the weaknesses in the Austrian Airlines SWOT Analysis:

1. All its flights are operated by subsidiary Tyrolean Airways and this can be risky if there are any financial or operational problems faced by the subsidiary

2. Since its a subsidiary of Lufthansa, all strategic and administrative decisions cannot be taken by Austrian Airlines
3. Restricting the company may result in increase in fares

Austrian Airlines Opportunities

Following are the Opportunities in Austrian Airlines SWOT Analysis:

1. Leverage association with Brand Lufthansa as financial support has been approved by Lufthansa for restructuring
2. Expand services to South American and Australian markets
3.More brand awareness through advertising and increasing destinations

Austrian Airlines Threats

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

1. Strong competition in the saturated European market
2. Increasing cost of aviation fuel
3.Government regulations and taxes may affect financials to a large extent

Austrian Airlines Competition

Below are the top 3 Austrian Airlines competitors:

1. SWISS Air
2. KLM
3.Air France

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Austrian Airlines. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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