Description
SWOT ANALYSIS OF AIR BERLIN
Air Berlin Parent Company Category Sector Tagline/ Slogan USP Air Berlin GmbH International Airline Your Airline Germany's Second largest airline in terms of passengers carried STP Segment Target Group Positioning Middle Class/ Business Class Passengers looking for comfort at low price Low cost carrier providing quality travel SWOT Analysis 1. Air Berlin has its own pilot training program and was the first German flying school to receive training approval from the German Aviation Authority 2. It has a unique positioning in the market between LCC and traditional carriers which is difficult to emulate and capture 3. Very user friendly website as compared to other Air lines 4. Recipient of Business Travel Award and Best low cost airline award in 2010 and hence a very strong brand image Strength 5. Carried over 33 million passengers annually, connecting Europe, S.E. Asia, Americas and Carribean 1. Advertising and PR activities are a low-key affair at Air Berlin compared to market leaders 2. With increasing expectations of travelers it will be difficult to provide the services at low cost
Weakness
Opportunity
1. Acquisition of LTU ensures a smooth entry into long-haul market, LTU offers 23 routes to North America, Africa and Asia 2. Flight School of Air Berlin can be an additional and important source of income 3. Leverage on the fact that company operates one of the industry's youngest fleet (average age was 4.5 years) 1. Promotion of new routes earned through M&A could affect the demand of existing routes 2. Direct competition based on fares by other players on all its major routes 3. In Eastern Europe regions competition might increasing due to alternate modes of transport being available at lower fares Competition 1. Lufthansa 2. Air Europa 3. Aeroflot
Threats
Competitors
doc_705163921.docx
SWOT ANALYSIS OF AIR BERLIN
Air Berlin Parent Company Category Sector Tagline/ Slogan USP Air Berlin GmbH International Airline Your Airline Germany's Second largest airline in terms of passengers carried STP Segment Target Group Positioning Middle Class/ Business Class Passengers looking for comfort at low price Low cost carrier providing quality travel SWOT Analysis 1. Air Berlin has its own pilot training program and was the first German flying school to receive training approval from the German Aviation Authority 2. It has a unique positioning in the market between LCC and traditional carriers which is difficult to emulate and capture 3. Very user friendly website as compared to other Air lines 4. Recipient of Business Travel Award and Best low cost airline award in 2010 and hence a very strong brand image Strength 5. Carried over 33 million passengers annually, connecting Europe, S.E. Asia, Americas and Carribean 1. Advertising and PR activities are a low-key affair at Air Berlin compared to market leaders 2. With increasing expectations of travelers it will be difficult to provide the services at low cost
Weakness
Opportunity
1. Acquisition of LTU ensures a smooth entry into long-haul market, LTU offers 23 routes to North America, Africa and Asia 2. Flight School of Air Berlin can be an additional and important source of income 3. Leverage on the fact that company operates one of the industry's youngest fleet (average age was 4.5 years) 1. Promotion of new routes earned through M&A could affect the demand of existing routes 2. Direct competition based on fares by other players on all its major routes 3. In Eastern Europe regions competition might increasing due to alternate modes of transport being available at lower fares Competition 1. Lufthansa 2. Air Europa 3. Aeroflot
Threats
Competitors
doc_705163921.docx