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

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

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

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

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

Qantas company





Tagline/ Slogan

The Spirit of Australia


Qantas Airways is the leading Australian flagship carrier serving global destinations

Qantas Airways STP
Qantas Airways Segmentation

Passengers Preferring Comfort / reliability

Qantas Airways Target Market

Corporates / Upper Middle Class / Middle Class

Qantas Airways Positioning

Qantas Airways is a premium international airlines showcasing the Australian hospitality

Qantas Airways SWOT Analysis
Qantas Airways Strengths

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

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

Qantas Airways Weaknesses

Here are the weaknesses in the Qantas Airways SWOT Analysis:

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

Qantas Airways Opportunities

Following are the Opportunities in Qantas Airways SWOT Analysis:

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

Qantas Airways Threats

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

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

Qantas Airways Competition

Below are the top 13 Qantas Airways 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

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 Qantas 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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