Qantas Airways SWOT Analysis, USP & Competitors

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

Qantas Airways

Parent Company

Qantas company

Category

International

Sector

Airlines

Tagline/ Slogan

The Spirit of Australia

USP

Qantas Airways is the leading Australian flagship carrier serving global destinations

Qantas Airways STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Qantas Airways is a premium international airlines showcasing the Australian hospitality

Qantas Airways SWOT Analysis

Strengths

1. Qantas Airways has a strong international and domestic presence
2. Backing by the government of Australia gives it a strong business presence 

3. Qantas Airways is one of the top and largest airlines operating in Australia

4. Has been one of the oldest airline operators in the world

5. Qantas Airways has nearly 80 international as well as domestic destinations

6. Good brand building exercises through advertising and sponsorship

7. Qantas Airways has more than 25000+ employees

8. It offers great services like lounge, frequent flyer programs etc for loyal Qantas Airways customers

Weaknesses

1. Issues like price fixing, incidents etc have hurt the image in the past

2. Limited international presence of Qantas Airways compared to other leading global airline companies

Opportunities

1. Opportunity for Qantas Airways to become a leader in Australasia and Asian continent

2. More international destinations specially in Asia

3. Tie-ups with international airlines for a combined service offering to customers

Threats

1. Increasing fuel prices affects operations
2. Rising labour prices can affect business operations
3. Increasing presence of other international airlines can affect business of Qantas Airways

Competition

Competitors

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Emirates

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Air New Zealand


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

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