Limited SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 4295

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

Parent Company

Dart Group PLC





Tagline/ Slogan

Friendly low fares & Arrive Happy


Low cost flights with incredible value Limited STP


People in South Africa who want to fly by air

Target Group

Middle class and upper middle class


Premium positioning Limited SWOT Analysis


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

1. Unlike other low-cost carriers, Jet2 tickets can be booked via travel agents as well as over the internet and by telephone.

2.Has diversified services and  offers package holidays which combine hotel accommodation and transfers with Jet2 flights

3.’s parent company, Dart Group PLC, has a prestigious legacy that stretches back more than 40 years, and hence enjoys high brand equity and experience in the aviation field

4. Awarded "Best Short Haul Airline" at the Globe Travel Award. Voted for by travel industry professionals

5. Over 3000 employees are a part of the airline


1. Extremely competitive  market

2. Limited global operations compared to some leading global airlines

3.Cost structure due to increasing labour and maintenance costs


1. Growing aviation industry   is an opportunity as more people are using airlines for travelling now
2. The company holds a United Kingdom Civil Aviation Authority Type A Operating Licence to carry passengers, cargo and mail on aircraft with 20 or more seats and can expand into the cargo market


1. Negative publicity for the way it chooses to hide the final price of flights

2. Airline's website also forces UK customers abroad making return journeys to the UK to book in a foreign currency or face a penal exchange rate which can deter passengers from using the airlines

3. Volatility in crude oil costs Limited Competition


Below are the 2 main Limited competitors :

1.British Airways

2. Lufthansa

The brandguide table above concludes the Limited 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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