Description
SWOT ANALYSIS OF TURKISH AIRLINES
Turkish Airlines Parent Company Category Sector Tagline/ Slogan USP Turkish Airlines International Airlines Globally Yours Speed, punctuality without compromising quality of service STP Segment Target Group Positioning Corporate Business / Leisure travelers Upper middle class First class service at business class fares SWOT Analysis 1. Substantial cost advantage over rivals 2. Benefiting from liberalisation policies 3. Serves around 250 destinations all over the world 4. Innovative marketing strategies giving an edge over competitors (launched the QR flag campaign during London Olympics to spread awareness and attract customers from all over the world) Strength 5. Association with sports teams and events as sponsors increase brand equity 1. Under-utilising the potential of membership with Star Alliance 2. Restrictions on expansion due to government intervention 1. Increasing disposable income among its UK population 2. Rising market share can be used to create a strong brand image 3. Leverage the flourishing tourism in Turkey
Weakness
Opportunity
1. LCCs increasing their presence 2. Economic downturn can result in decline of air travel – particularly for business traffic Threats 3. Very strong competition from British Airways Competition 1. British Airways 2. Pegasus Airlines Competitors 3. Easyjet 4. Air France
doc_585422106.docx
SWOT ANALYSIS OF TURKISH AIRLINES
Turkish Airlines Parent Company Category Sector Tagline/ Slogan USP Turkish Airlines International Airlines Globally Yours Speed, punctuality without compromising quality of service STP Segment Target Group Positioning Corporate Business / Leisure travelers Upper middle class First class service at business class fares SWOT Analysis 1. Substantial cost advantage over rivals 2. Benefiting from liberalisation policies 3. Serves around 250 destinations all over the world 4. Innovative marketing strategies giving an edge over competitors (launched the QR flag campaign during London Olympics to spread awareness and attract customers from all over the world) Strength 5. Association with sports teams and events as sponsors increase brand equity 1. Under-utilising the potential of membership with Star Alliance 2. Restrictions on expansion due to government intervention 1. Increasing disposable income among its UK population 2. Rising market share can be used to create a strong brand image 3. Leverage the flourishing tourism in Turkey
Weakness
Opportunity
1. LCCs increasing their presence 2. Economic downturn can result in decline of air travel – particularly for business traffic Threats 3. Very strong competition from British Airways Competition 1. British Airways 2. Pegasus Airlines Competitors 3. Easyjet 4. Air France
doc_585422106.docx