Horizon Air SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 947

SWOT Analysis of Horizon Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Horizon Air

Parent Company

Alaska Air Group


Regional airline



Tagline/ Slogan

Wings of the Great Northwest


Purely economy class flyer

Horizon Air STP


Price sensitive passengers travelling from Alaska to mainland USA

Target Group

Price-conscious passengers; small town Alaskan customers


Economy class flyer

Horizon Air SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Horizon Air :

1. Popular travel rewards programs in the industry.

2. Customer friendly on-board services and mileage plans to attract customers

3. Industry renowned for promotional livery (aircraft painting).

4. Strong connectivity between West Coast and Alaska.

5. Excellent track record of safety, with no fatal accidents till date.


1. Not a member of any of 3 major air alliances.

2. Less connectivity to East coast and southern states.


1. Leverage sister airline’s (Alaska Airlines) presence to increase connectivity to East coast.

2. Very little competition in regional airline segment in Alaska.

3. Provide feeder services to scheduled airlines in its dominant market.


1. Mainline economy fliers are entering and expanding into Alaskan market

2. Increasing fuel prices are a concern for operations

3. Fluctuating dynamics of the aviation industry

Horizon Air Competition


Below are the 2 main Horizon Air competitors :

1. Bering Air

2. Ravn Airlines


The brandguide table above concludes the Horizon Air 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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