Description
SWOT ANALYSIS OF LUFTHANSA
Lufthansa Parent Company Category Sector Tagline/ Slogan Lufthansa Group International Airlines There's no better way to fly The largest airline in Europe in terms of overall passengers carried and fleet size STP Segment Target Group Positioning Passengers preferring comfort/reliability/quality service Upper middle class/ business men / leisure travellers Safety and Trust, premium SWOT Analysis 1. Largest Star Alliance Member 2. Leading IT service provider for the Air Transport industry 3. Strong image associated with German Engineering 4. A status symbol amongst Corporate/Business men 5. Has a strong workforce of over 37,000 employees Strength 6. Over 200 international destinations in nearly 80 countries 1. Significant Exposure to Higher Competitive Market Weakness 2. Market share growth restricted due to pressure from competition 1. Being the largest member of Star Alliance they have scope to acquire some smaller players 2. More penetration in emerging economies tapping the high-end
USP
Opportunity
customers 3. Improvement in experience and high-quality services to customers 1. Other Alliances: One World, Sky team 2. Increased international competition 3. Low cost providers Threats 4. Rising fuel prices Competition 1. British Airways 2. Air France 3. American Airlines Inc Competitors 4. Thai Airways 5. Cathay Pacific
doc_291918108.docx
SWOT ANALYSIS OF LUFTHANSA
Lufthansa Parent Company Category Sector Tagline/ Slogan Lufthansa Group International Airlines There's no better way to fly The largest airline in Europe in terms of overall passengers carried and fleet size STP Segment Target Group Positioning Passengers preferring comfort/reliability/quality service Upper middle class/ business men / leisure travellers Safety and Trust, premium SWOT Analysis 1. Largest Star Alliance Member 2. Leading IT service provider for the Air Transport industry 3. Strong image associated with German Engineering 4. A status symbol amongst Corporate/Business men 5. Has a strong workforce of over 37,000 employees Strength 6. Over 200 international destinations in nearly 80 countries 1. Significant Exposure to Higher Competitive Market Weakness 2. Market share growth restricted due to pressure from competition 1. Being the largest member of Star Alliance they have scope to acquire some smaller players 2. More penetration in emerging economies tapping the high-end
USP
Opportunity
customers 3. Improvement in experience and high-quality services to customers 1. Other Alliances: One World, Sky team 2. Increased international competition 3. Low cost providers Threats 4. Rising fuel prices Competition 1. British Airways 2. Air France 3. American Airlines Inc Competitors 4. Thai Airways 5. Cathay Pacific
doc_291918108.docx