Limited SWOT Analysis

Published in Airlines category by MBA Skool Team Limited is one of the leading brands in the airlines sector. Limited SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Limited: Limited Strengths

  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

Above are the strengths in the SWOT Analysis of Limited. The strengths of Limited looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position. Limited Weaknesses

  1. Extremely competitivemarket
  2. Limited global operations compared to some leading global airlines
  3. Cost structure due to increasing labour and maintenance costs

These were the weaknesses in the Limited SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve. Limited Opportunities

  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

Above we covered the opportunities in Limited SWOT Analysis. The opportunities for any brand can include prospects of future growth. Limited Threats

  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

The threats in the SWOT Analysis of Limited are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

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Hence this concludes the Limited SWOT analysis.

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About Limited

The table below gives the brand overview along with its target market, segmentation, positioning & USP Limited Overview
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

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.

Browse marketing analysis of more brands and companies similar to Limited. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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