BMI Regional SWOT Analysis, USP & Competitors

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

BMI Regional

Parent Company

Sector Aviation Holdings Limited


Regional Airline



Tagline/ Slogan

Streamlined for business


Great connectivity to Scandinavia and other country side destinations



European local travel

Target Group

Leisure travelers, primarily Scandinavian travelers


Low to Mid-range carrier

SWOT Analysis


1. Brand name: Winner of the “Most Punctual Service Award” awarded by Aviation Authority of UK and the “Airline of the year”

2. Strong operational roots from previous owner, Lufthansa.

3. BMI’s small-town and low cost airport bases allow to tap into countryside travelers.

4. Locally a prominent brand in the UK for known for its good operations


1. Losing its distinctive positioning by fully integrating many international routes

2. Limited geographic presence means lesser market share


1. Integration of international routes with British Airways can help in expanding to more destinations.

2. Continuous global meltdown forcing low cost air travel.


1. Increasing air fuel prices make low-cost operations infeasible.
2. Global melt down is restricting air travel within Europe

3. Recessions and economic instability causes operational inefficiency



1. BA City Flyer

2. Eastern Airways




The table above concludes the BMI Regional SWOT analysis along with its marketing and brand parameters.


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