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Cello Aviation SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: May 10, 2023Read time:

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

Cello Aviation Strengths

  1. Owns and operate the Avro Business Jet (known as the ABJ) , which  is a highly impressive, quiet, modern aircraft which can operate almost anywhere - even in the most environmentally sensitive airports and those with short runways and demanding approaches such as London's City Airport.
  2. Bookings have increased over the past few months.
  3. Received good publicity by taking the Queen on her state visit to Ireland

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

Cello Aviation Weaknesses

  1. Cello was rebranded from Gill Airways which shut down post Sept 11, 2001 attacks due to financial problems .
  2. Cost structure due to increasing labour and maintenance costs

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

Cello Aviation Opportunities

  1. More organizations and celebrities using charter flights for travelling.
  2. Signed contract withlegendary Italian football club AC Milan. Adds to Cello’s sporting portfolio that includes club and international teams based in Europe
  3. Expand globally and include more international locations

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

Cello Aviation Threats

  1. Volatility in crude oil costs
  2. Increasing labour and maintenance costs
  3. Seasonality of demand for services

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

Hence this concludes the Cello Aviation SWOT analysis.

About Cello Aviation

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

Cello Aviation Overview
Parent Company

Gill Group





Tagline/ Slogan



Convenience, comfort and speed to European VIP private air charter operations

Cello Aviation STP

Charter airlines

Target Market

High wealth individuals, celebrities and organizations


Premium positioning


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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