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In-Depth Competitive Analysis using SWOT
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Basic information:United AirlinesDeltaSouthwest Airlines
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In one sentence, what do they do?
(I.e. What service do they provide?)		Global full-service airline with strong international and domestic reach.Global full-service airline with premium cabins and international reach Low-cost U.S. airline with transparent pricing and no hidden fees
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What features do their product/website have?
Flight booking, seat selection, MileagePlus tracker, in-app alerts, global partner bookings.SkyMiles integration, upgrade/downgrade in-app, baggage tracking, partner bookings.Simplified booking, mobile check-in, no assigned seating, fare alerts.
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Who are their customers/users?Business and leisure international travelers, loyalty members, premium customers.Frequent international and domestic business travelers, loyalty customers.Budget-conscious travelers, families, casual flyers.
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Strengths:
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What advantages does the business have?Large international route map, strong brand presence at major hubs.Strong SkyTeam alliance, seamless mobile tools, Delta lounges.Point-to-point model, high aircraft utilization.
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What are their core competencies?Operations at scale, business-class products, global reach.Premium operations, customer service, route consistency.Efficient operations, rapid turnarounds, price transparency.
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Where are they making the most money?Premium cabin tickets, international long-haul, MileagePlus credit card partnerships.Premium seating, upgrades, corporate accounts, vacation bundles.Ancillary fees, volume-based sales, loyalty program.
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What are they doing well?Check-in speed, upgrade options, in-app alerts, route coverage.Brand loyalty, elite recognition, mobile booking experience.Ease of booking, price clarity, mobile check-in.
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Weaknesses:
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What needs improvement?Simplifying booking and fee structures.Clarity in fee display and loyalty benefits.Mobile UI polish, international booking expansion.
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What are they doing poorly?Personalization and design consistency across platforms.Inconsistent responsiveness in some flows.Feature depth and personalization.
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What areas are they avoiding?Low-cost segments, heavy domestic focus.Low-cost market segments.Premium services and long-haul international flights.
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Where do they lack resources?Agile experimentation in UX and real-time comms.Lean startup-like flexibility in product testing.Personalization engine, premium user tiers.
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Where are they losing money?Customer churn due to poor experiences or disruptions.Low-tier economy fare profit margins.Weather-related delays, under-monetized loyalty.
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Opportunities:
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Do you notice any beneficial trends?Business travel rebound, sustainable flying focus.Tech-first travelers, luxury economy demand.Demand for affordable, flexible travel.
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What niches is this competitor missing?Simple, transparent pricing and flexible rebooking.Simplicity in loyalty and booking systems.Premium user loyalty features and digital perks.
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New technologies/innovations?Voice-activated tools, biometric check-ins, real-time gate updates.AI upgrades, wellness insights, real-time alerts.Push notifications, mobile-first redesign, real-time rebooking.
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New needs of customers?Effortless mobile UX, simplified loyalty programs.Fast, modern mobile interface with minimal friction.Clear flight status, emotional design, better loyalty tracking.
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Threats:
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What obstacles will they have to overcome?Complex fee structures, digital lag behind Delta.Legacy tech integration across international routes.Digital transformation pace and modernization.
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Do they have any aggressive competitors?YesYesYes
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Do they have any successful competitors?YesYesYes
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Are there any negative economic conditions?
Yes – fuel prices, geopolitical unrest.Yes – inflation, post-COVID business travel shift.Yes – inflation, pilot shortages, fuel volatility.
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What government regulation might impede them?
Yes – rising expectations for digital UX.Yes – digital-first competitors.Yes – mobile and contactless UX becoming essential.
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Are they in a changing business climate?YesYesYes
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What vulnerabilities do they have?
Customer dissatisfaction, inconsistent brand trust.
Complexity in product tiers, high expectations for UX.Lack of premium services, tech UX not market-leading.
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