Description
SWOT ANALYSIS OF ALITALIA AIRLINES
Alitalia Airlines
Parent Company
CAI (Compagnia Aerea Italiana) and Air France-KLM
Category
International
Sector
Airlines
Tagline/ Slogan
The pleasure of flying Made in Italy
USP
Largest airline of Italy STP
Segment
Business men and individual air travellers
Target Group
Middle class / upper middle class
Positioning
Semi-Premium airline SWOT Analysis
1. With a fleet size of 120 it serves 85+ destinations in 41 countries worldwide 2. It has a high market share (based on seat capacity) in the domestic market with a high top of the mind brand recall 3. Alitalia was nominated as Europe's most punctual airline and as one of the world's five most punctual airlines Strength 4. Carries nearly 25 million passengers per annum
1. The airline was almost dissolved and relaunched in 2009, although it has seen positive growth, restructuring of the airline is in process and hence operational efficiencies are not optimal 2. Limited presence outside Europe compared to leading international Weakness airlines
Opportunity
1. Leverage ownership of LCC Air One to tap low income group customers
2. Leverage association with Air-France to further increase its reach 3. More international destinations and aggressive advertising
1. Increasing number of LCCs 2. Rising aviation fuel and labour cost Threats 3. Unfavorable govt and aviation policies Competition
1. Lufthansa 2. Aeroflot Competitors 3. easyJet
doc_909847192.docx
SWOT ANALYSIS OF ALITALIA AIRLINES
Alitalia Airlines
Parent Company
CAI (Compagnia Aerea Italiana) and Air France-KLM
Category
International
Sector
Airlines
Tagline/ Slogan
The pleasure of flying Made in Italy
USP
Largest airline of Italy STP
Segment
Business men and individual air travellers
Target Group
Middle class / upper middle class
Positioning
Semi-Premium airline SWOT Analysis
1. With a fleet size of 120 it serves 85+ destinations in 41 countries worldwide 2. It has a high market share (based on seat capacity) in the domestic market with a high top of the mind brand recall 3. Alitalia was nominated as Europe's most punctual airline and as one of the world's five most punctual airlines Strength 4. Carries nearly 25 million passengers per annum
1. The airline was almost dissolved and relaunched in 2009, although it has seen positive growth, restructuring of the airline is in process and hence operational efficiencies are not optimal 2. Limited presence outside Europe compared to leading international Weakness airlines
Opportunity
1. Leverage ownership of LCC Air One to tap low income group customers
2. Leverage association with Air-France to further increase its reach 3. More international destinations and aggressive advertising
1. Increasing number of LCCs 2. Rising aviation fuel and labour cost Threats 3. Unfavorable govt and aviation policies Competition
1. Lufthansa 2. Aeroflot Competitors 3. easyJet
doc_909847192.docx