Maroomba Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 681
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SWOT Analysis of Maroomba Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Maroomba Airlines

Parent Company

Nantay Pty Ltd

Category

International

Sector

 Airlines

Tagline/ Slogan

-

USP

To service a select clientele, within the state of Western Australia, interstate and overseas, with a quality air service by supplying personnel, affordable, safe and reliable air transportation

STP

Segment

Passenger and charter services

Target Group

Middle class and upper middle class, organizations requiring charter services

Positioning

High class services for  rural and remote locations throughout Western Australia

SWOT Analysis

Strengths

1. Maroomba is one of Perth’s longest established charter companies and enjoys an enviable reputation as an air charter operator.

2.One of the few companies offering charter services in Western Australia

3. Operates business jet on behalf of the Western Australian government for ministerial transport around the state

4. Operations in Australia through personalised services regionally

Weaknesses

1. Low market share due to extremely competitive market

2. Concentration of services in Western  Australia only  

3.Cost structure due to increasing labour and maintenance costs

Opportunities

1.Growing charter services market  provides scope for expansion  
2.Growing logistics market provides scope for expansion

3.Australian market has so far been untapped , hence can consolidate and increase market share with more services and flights

Threats

1. Volatility in crude oil costs
2. Rising Labour Costs
3. Rapid development in Airline Industry in terms of efficiency, safety and ease of operation.

Competition

Competitors

1.SkyWest airways

2.Air New Zealand

 

The table above concludes the Maroomba Airlines SWOT analysis along with its marketing and brand parameters.

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