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KLM SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: November 30, 2023Read time:

Here is a detailed SWOT analysis of KLM covering strengths, weaknesses, opportunities and threats.

KLM Strengths

  1. KLM is a very positive image amongst the customers
  2. Besides Sky Team,KLM has code-sharing agreement with many other airlines
  3.  Good brand image because of KLM AirCares, a programme that aids underprivileged children
  4. Average age of fleet is less which comprises 200+ aircrafts
  5. Good advertising and branding have made KLM a top brand recall
  6. Merger of KLM and Air France has made them a powerful force in the airline industry
  7. More than 35000+ employees are with the airline
  8.  KLM has a reach to more than 140 destinations worldwide

Above are the strengths in the SWOT Analysis of KLM. The strengths of KLM looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

KLM Weaknesses

  1. Intense competition means limited market share growth for KLM
  2. Past accidents and incidents have often hurt the brand image

These were the weaknesses in the KLM SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

KLM Opportunities

  1. Opportunities for KLM by expansion in the low cost carrier segment
  2. More efficient aircrafts in development by both Boeing and Airbus: greater passenger capacity can lead to reduced costs per seat
  3. Sustainable growth opportunities, it will help to gain access to any market that will increase the quality its network

Above we covered the opportunities in KLM SWOT Analysis. The opportunities for any brand can include prospects of future growth.

KLM Threats

  1. Government bailouts for competitors may lead to unfair competition also governmental interference with respect to consolidations isa problem
  2. Local airlines could pick up short-distance non-business passengers thereby affecting KLM 's business
  3. Increasing environmental concerns may lead to higher taxes

The threats in the SWOT Analysis of KLM are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the KLM SWOT analysis.

About KLM

The table below gives the brand overview along with its target market, segmentation, positioning & USP

KLM Overview
Parent Company

Air France-KLM





Tagline/ Slogan

Journeys of inspiration


KLM is one of the oldest airline in the world still operating under its original name


People looking for comfort and punctuality

Target Market

Upper middle class urban


Oldest operational airline which has the maximum experience

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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