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British Airways SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: August 28, 2023Read time:

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

British Airways Strengths

  1. Strong Backing of UK Govt makes British Airways a strong player
  2. Strong Hub in England gives access to Europe
  3. British Airways has a substantial brand presence and excellent global presence
  4. It has a fleet size of over 260 aircrafts
  5. British Airways has nearly 150 international destinations across 6 continents
  6. Excellent marketing and advertising of the airline across the world
  7.  British Airways has several services like business/ first class, lounge, in flight entertainment, loyalty programs etc
  8. Sponsorship of events like Olympics, Wimbledon etc give huge boost to the British Airways brand

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

British Airways Weaknesses

  1. Severe Competition from other leading airlines on all routes
  2. Intense competition means limited market share for British Airways

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

British Airways Opportunities

  1. The Heathrow Terminal is a major hub across the world and British Airways has a major presence here
  2. Expanding its global operations to newer territories and regions
  3. Alliances and code sharing with other global airlines can boost British Airways's business

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

British Airways Threats

  1. Rising Fuel costs can reduce profit margins
  2. Rising labour costs
  3. Increasing competition in European market can adversely effect the market share of British Airways

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

Hence this concludes the British Airways SWOT analysis.

About British Airways

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

British Airways Overview
Parent Company

International Airlines Group





Tagline/ Slogan

To fly. To serve. The world's favourite airline; Upgrade to British Airways


British Airways is a premium airline based out of UK catering the world

British Airways STP

Passengers Preferring Comfort / reliability in air travel

Target Market

Corporates / Upper Middle Class / Middle Class


British Airways is a premium international UK based airline serving customers globally

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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