SWOT Analysis of BMI Regional with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
BMI Regional | |
Parent Company |
Sector Aviation Holdings Limited |
Category |
Regional Airline |
Sector |
|
Tagline/ Slogan |
Streamlined for business |
USP |
Great connectivity to Scandinavia and other country side destinations |
BMI Regional STP | |
Segment |
European local travel |
Target Group |
Leisure travelers, primarily Scandinavian travelers |
Positioning |
Low to Mid-range carrier |
BMI Regional SWOT Analysis | |
Strengths |
Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of BMI Regional : 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 |
Weaknesses |
1. Losing its distinctive positioning by fully integrating many international routes 2. Limited geographic presence means lesser market share |
Opportunities |
1. Integration of international routes with British Airways can help in expanding to more destinations. 2. Continuous global meltdown forcing low cost air travel. |
Threats |
1. Increasing air fuel prices make low-cost operations infeasible. 3. Recessions and economic instability causes operational inefficiency |
BMI Regional Competition | |
Competitors |
Below are the 2 main BMI Regional competitors : 1. BA City Flyer 2. Eastern Airways |
The brandguide table above concludes the BMI Regional 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.
Browse marketing analysis of more brands and companies similar to BMI Regional. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.
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