International Aviation Marketing Solutions

AirTran SWOT Analysis

Strengths:
● Competitive prices make AirTran a symbol of efficiency and savings. Ranked second
overall in lowest airfare among leading airlines.
● Voted second in overall quality behind Jet Blue, proving that AirTran is for the people.
● Air Tran’s geographic location is an enormous strength due to the fact that its home
airport is situated in close proximity to over 104,000 active duty members of the military.

Weaknesses:

● Until International Aviation Marketing Solutions intervened, AirTran demonstrated weak

advertisement campaigns with low priority on the military market.
● AirTran has limited destinations when compared to its main competitors, Southwest and
Delta.
● AirTran has fewer aircraft in its inventory when compared to major competitors, which
has somewhat crippled them concerning expansion and growth.

Opportunities:

● There are many opportunities in the military community for AirTran to showcase itself to
include the popular air shows at Langley AFB, and Oceana Naval Air Station.
● The military community is an untapped gold mine in terms of marketing. AirTran has the
opportunity to harness this target market by showing the military members of Hampton
Roads that they care and sincerely want and deserve their business.
● If AirTran grasps the opportunity to cater to the military and earn their business, the
opportunities for growth and expansion are limitless.

Threats:

● Competition with Southwest Airlines over price is an enormous threat because Southwest
is the leader in low fares and they make it next to impossible to match prices.
● Delta is the leading airline in the Hampton Roads community in tickets sold. This viable
threat could prove to be a major obstacle in gaining the military market.
● The threat of increased fuel costs could diminish the amount of money available to
launch an extensive advertisement campaign.