Cello Aviation SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 3859

SWOT Analysis of Cello Aviation with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Cello Aviation’

Parent Company

Gill Group





Tagline/ Slogan



Convenience, comfort and speed to European VIP private air charter operations

Cello Aviation STP


Charter airlines

Target Group

High wealth individuals, celebrities and organizations


Premium positioning

Cello Aviation SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Cello Aviation :

1. Owns and operate the Avro Business Jet (known as the ABJ) , which  is a highly impressive, quiet, modern aircraft which can operate almost anywhere - even in the most environmentally sensitive airports and those with short runways and demanding approaches such as London's City Airport.

2. Bookings have increased over the past few months.

3. Received good publicity by taking the Queen on her state visit to Ireland


1.Cello was rebranded from Gill Airways which shut down post Sept 11, 2001 attacks due to financial problems . 
2.Cost structure due to increasing labour and maintenance costs


1. More organizations and celebrities using charter flights for travelling.

2. Signed contract with  legendary Italian football club AC Milan. Adds to Cello’s sporting portfolio that includes club and international teams based in Europe

3. Expand globally and include more international locations


1. Volatility in crude oil costs
2.Increasing labour and maintenance costs

3.Seasonality of demand for services

Cello Aviation Competition


Below are the 2 main Cello Aviation competitors :

1.Jet Aviation

2. Air Charter


The brandguide table above concludes the Cello Aviation 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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