BMI Regional SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 1671

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

BMI Regional STP


European local travel

Target Group

Leisure travelers, primarily Scandinavian travelers


Low to Mid-range carrier

BMI Regional SWOT Analysis


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


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

BMI Regional Competition


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.


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