British Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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

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

British Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
British Airways Brand Analysis
Parent Company

International Airlines Group





Tagline/ Slogan

To fly. To serve. The world's favourite airline; Upgrade to British Airways


British Airways is a premium airline based out of UK catering the world

British Airways STP
British Airways Segmentation

Passengers Preferring Comfort / reliability in air travel

British Airways Target Market

Corporates / Upper Middle Class / Middle Class

British Airways Positioning

British Airways is a premium international UK based airline serving customers globally

British Airways SWOT Analysis
British Airways Strengths

Below are the Strengths in the SWOT Analysis of British Airways:

1. Strong Backing of UK Govt makes British Airways a strong player
2. Strong Hub in England gives access to Europe

3. British Airways has a substantial brand presence and excellent global presence

4. It has a fleet size of over 260 aircrafts

5. British Airways has nearly 150 international destinations across 6 continents

6. Excellent marketing and advertising of the airline across the world

7. British Airways has several services like business/ first class, lounge, in flight entertainment, loyalty programs etc

8. Sponsorship of events like Olympics, Wimbledon etc give huge boost to the British Airways brand

British Airways Weaknesses

Here are the weaknesses in the British Airways SWOT Analysis:

1. Severe Competition from other leading airlines on all routes

2. Intense competition means limited market share for British Airways

British Airways Opportunities

Following are the Opportunities in British Airways SWOT Analysis:

1. The Heathrow Terminal is a major hub across the world and British Airways has a major presence here

2. Expanding its global operations to newer territories and regions

3. Alliances and code sharing with other global airlines can boost British Airways's business

British Airways Threats

The threats in the SWOT Analysis of British Airways are as mentioned:

1. Rising Fuel costs can reduce profit margins
2. Rising labour costs
3. Increasing competition in European market can adversely effect the market share of British Airways

British Airways Competition

Below are the top 13 British Airways competitors:

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. Emirates

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. KLM

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 British Airways. 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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