Great Lakes Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 1225

SWOT Analysis of Great Lakes Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Great Lakes Airlines

Parent Company

Great Lakes Aviation, Ltd


Regional airlines



Tagline/ Slogan



Largest “Essential Air Service” provider in the US

Great Lakes Airlines STP


Price sensitive customers, living in small town Western USA

Target Group

Communities who participate in the Essential Air Service program.


Largest player in a niche market segment

Great Lakes Airlines SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Great Lakes Airlines :

1. Widespread network in California and Arizona, chief beneficiaries of the EAS program.

2. Predominantly fleet is the fuel efficient Beechcraft 1900.

3. Inter-city flight linkages with United Express, one of the biggest US regional airline brand

4. Regionally a very prominent brand in the aviation sector


1. Poor operating record with flight delays and bad customer service.

2. Beechcraft 1900 has limited capacity of a few and can’t accommodate even minor demand surges.

3. No connectivity in the Eastern USA EAS areas


1. Enter one of the 3 main alliances for efficient technical support.

2. Consider charter services to tap into premium customer segment in the West Coast.


1. Significant erosion of brand image, owing to poor code-share implementation.

2. Reducing US Govt. subsidies may affect EAS segment and eventually, a most of Great Lakes’ business.

Great Lakes Airlines Competition


Below are the 3 main Great Lakes Airlines competitors :

1. Cape Air

2. Sky West Airways

3. Silver Airways


The brandguide table above concludes the Great Lakes Airlines 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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