Southern Air SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 851

SWOT Analysis of Southern Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Southern Air

Parent Company

Oak Hill Capital Partners





Tagline/ Slogan

Specializing in long – haul , heavy lift operations for ACMI and charter customers


Provides a wide range of services including long-term ACMI (Aircraft, Crew, Maintenance, Insurance), air cargo solutions, on-demand charters and humanitarian relief flights



Cargo Carriers and solutions, ACMI(Aircraft, crew, maintenance, insurance) ,

Target Group

Companies, airlines  and governments who want cargo solutions


Provides greater flexibility, responsiveness and value

SWOT Analysis


1. World’s only ACMI provider of 777 freighters
2. Dedicated exclusively to global air cargo for over decades
3. Large variety of fleet to meet different service requirements
4. Multiple year contract with DHL Aviation

5. Also provides on-demand charters and military relief flights


1.Financial restructuring  and voluntarily filed for Chapter 11 bankruptcy protection
2.Dependency on government for business( 40% of revenue from government operations).


1. Contract extension to continue flying cargo across the world for DHL
2.Financial restructuring and shifting of location after emerging from bankruptcy has given it renewed vigour


1. Stagnant international freight market
2. Decline in business from the U.S. Department of Defense

3. Intense competition from existing players



1.ABX Air
2.Air Evac
3.Atlantic Airlines


The table above concludes the Southern Air SWOT analysis along with its marketing and brand parameters.


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