Horizon Air SWOT Analysis, Competitors & USP

Horizon Air

Parent Company

Alaska Air Group

Category

Regional airline

Sector

Airlines

Tagline/ Slogan

Wings of the Great Northwest

USP

Purely economy class flyer

Horizon Air STP

Segment

Price sensitive passengers travelling from Alaska to mainland USA

Target Group

Price-conscious passengers; small town Alaskan customers

Positioning

Economy class flyer

Horizon Air SWOT Analysis

Strengths

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.

Weaknesses

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

2. Less connectivity to East coast and southern states.

Opportunities

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.

Threats

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

Competitors

Below are the 2 main Horizon Air competitors :

1. Bering Air

2. Ravn Airlines