BA CityFlyer SWOT Analysis, Competitors & USP

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SWOT Analysis of BA CityFlyer with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BA CityFlyer

Parent Company

British Airways & International Airlines Group





Tagline/ Slogan

To Fly. To Serve.


Largest operator from the London airport

BA CityFlyer STP


Customers looking for cheap fares

Target Group

Middle class


Cost efficient & extensive operator

BA CityFlyer SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of BA CityFlyer :

1. Strong Brand Image

2. Extensive network at Heathrow & Gatwick

3. Alliance with Oneworld (many leading global airlines)
4. Access to technical expertise of British Airways

5. Strong parent brand lends a lot of value


1. Fleet of Embraer E-Jets only (seating capacity of 70-100)
2. Powerful Employee Union is a concern


1. Increasing customer base by purchasing Airbus/Boeing carriers
2. Expansion in surrounding region


1. Competition from other low cost carriers
2. Rising fuel prices

BA CityFlyer Competition


Below are the 3 main BA CityFlyer competitors :

1. EasyJet
2. Virgin Airways
3. Jet2


The brandguide table above concludes the BA CityFlyer 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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