British Airways SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 28284

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

British Airways

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


Passengers Preferring Comfort / reliability in air travel

Target Group

Corporates / Upper Middle Class / Middle Class


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

British Airways SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1. Severe Competition from other leading airlines on all routes

2. Intense competition means limited market share for British Airways


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


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 13 main 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

The brandguide table above concludes the British Airways SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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