LAN Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 2730

SWOT Analysis of LAN Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

LAN Airways

Parent Company

LATAM Airlines group





Tagline/ Slogan

The charm of flying


One of the oldest airline in operation today



Business men / Leisure travelers

Target Group

Upper middle class


Premium airline

SWOT Analysis


1. With a fleet size of150+ it serves 30+ international destinations
2. It has a unique cargo-passenger integration with cargo making up of nearly one-third of its revenue
3. It operates as a no frills airline in the domestic Chilean market and hence its demand is drastically increasing over the years

4. It has a unique association with JetBlue wherein customers can buy only one ticket and enjoy travelling on JetBlue and LAN to number of destinations


1. It has a very well established Cargo service but it is underutilized in the domestic market
2. Though the airline is a big player in Latin American market, it has a weak presence in Asia


1. Leverage acquisition of AIRES, the second largest carrier of Colombia
2. Additional revenue from  increasing international cargo traffic
3. It has 100+ subsidiaries and revenue from each of them can be used to further expand business in Asian market


1. The airline is dealing with cargo-price fixing investigations
2. Intense competition specially form LCCs
3. Rising aviation fuel prices



1. Air France
2. Aerovias de Mexico
3. American Airlines

The table above concludes the LAN Airways SWOT analysis along with its marketing and brand parameters.


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