BMI Regional SWOT Analysis, USP & Competitors

BMI Regional

Parent Company

Sector Aviation Holdings Limited

Category

Regional Airline

Sector

Airlines

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

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.
2. Global melt down is restricting air travel within Europe

3. Recessions and economic instability causes operational inefficiency

BMI Regional Competition

Competitors

1. BA City Flyer

2. Eastern Airways