Limited SWOT Analysis, Competitors & USP

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

SWOT analysis of Limited analyses the brand by its strengths, weaknesses, opportunities & threats. In Limited 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 Limited to benchmark its business & performance as compared to the competitors. Limited is one of the leading brands in the airlines sector.

The table below lists the Limited SWOT (Strengths, Weaknesses, Opportunities, Threats), top Limited competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP). Limited SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table Limited Brand Analysis
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

SWOT Analysis of Limited Limited Strengths

Below are the Strengths in the 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 Limited Weaknesses

Here are the weaknesses in the Limited SWOT Analysis:

1. Extremely competitive  market

2. Limited global operations compared to some leading global airlines

3.Cost structure due to increasing labour and maintenance costs Limited Opportunities

Following are the Opportunities in Limited SWOT Analysis:

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 Limited Threats

The threats in the SWOT Analysis of Limited are as mentioned:

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 Limited Competitors

Below are the top 2 competitors of Limited:

1.British Airways

2. Lufthansa

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 Limited. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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