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Aer Lingus SWOT and PESTLE Analysis

ID : 52973853| Jun 2023| 21 pages

COMPANY PROFILE -Aer Lingus

Business Sector :Aviation

Operating Geography :Ireland, Europe, Global

About Aer Lingus :

Aer Lingus is the national carrier and second largest airline of Ireland. It operates between Europe, North Africa and North America, with nearly 50 aircrafts in service as of early 2023. It was started by the Irish government in 1936 as the national carrier under the Air Navigation and Transport Act. However, during 2006 to 2015 it was privatized by the Government's decision to float the company on the Dublin and London Stock Exchanges; and it is now a completely owned subsidiary of IAG (International Airlines Group) which is also the parent Company of British Airways and Iberia. IAG group is one of the world's largest airline groups with 558 aircraft operating to 256 destinations and carrying around 94 million passengers every year. Its operational bases are Belfast-City, Cork, Shannon with hub at Dublin. Aer Lingus has its headquarters at Dublin Airport, Ireland. According to the data the total number of employees are 2,283 in Aer Lingus in 2023. Skytrax a renowned global air carrier rating organization continues to rate Aer Lingus as Ireland’s exclusive 4-Star airline The Company slogan is ‘Smart flies Aer Lingus’.

Aer Lingus’ vision statement reads: 'Connecting Ireland to the World'. Aer Lingus’s mission is to play its full role in future industry consolidation both on a regional and global scale. The brand’s strategy is “To be the leading value carrier across the North Atlantic enabled by a profitable and sustainable short-haul network.” The USP or Unique Selling Proposition of Aer Lingus lies in being the national carrier and second largest airline of Ireland.

Aer Lingus Revenue :


€1,668 million - FY ending 31st December 2022 (y-o-y growth of 355%)
€366 million - FY ending 31st December 2021

Competitive Analysis of Aer Lingus

SWOT
PESTLE

The SWOT analysis for Aer Lingus is presented below in a matrix followed by the detailed analysis report

StrengthsWeaknesses
1. Expanding product portfolio via significant investments to sustain global growth
2. Alluring travellers by offering innovative services backed by significant investments and collaborations
3. Maintaining financial performance despite headwinds in the market
4. Well established, strong foothold in European market in LCC segment
5. Strong fleet capacity supporting convenient travel time and location
6. Catering a large base of passengers with quality service and impeccable experiences
1. Accused of side-stepping refund claims
2. Limited market share
OpportunitiesThreats
1. Entering the Trans-Atlantic Joint Business benefitting customers with new travel options
2. Adding new routes to provide essential connectivity and promote tourism
3. Sustainable jet fuel pledge to help transition to a low-carbon business model
4. The global tourism industry is expanding
5. Strategic alliances opening up new possibilities
1. Impact of COVID-19 on the aviation industry and company at large
2. Intense competition in the aviation industry
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Detailed SWOT Analysis of Aer Lingus

Strength

1. Expanding product portfolio via significant investments to sustain global growth: Aer Lingus relentlessly focuses on making significant investments to evolve its products with an innovative approach. In fiscal 2022, investments were made around the addition of new engine technology aircraft, recruiting hundreds of new cabin crew, pilot, and ground positions were created to keep pace with new aircraft and routes. Additional single-aisle Airbus A321 long-range aircraft and widebody A330 aircrafts were drawn in 2020, enabling expansion of the North Atlantic network via added frequency and capacity across existing North American gateways. Precisely the fleet increased frequency to the networks including a new destination to Minneapolis-St. Paul from Dublin and Dubrovnik and Nice from Cork. Aer Lingus continued to achieve the highest Net Promoter Score amongst the IAG airlines with the new flight connections facility in Pier 4 at its Dublin hub. For the summer of 2023, Aer Lingus will begin operating new flights to Cleveland and Hartford in the US. Ireland’s flag carrier, believes in the successful execution of its strategy in order to deliver compelling results for its stakeholders and for the Irish economy.

2. Alluring travelers by offering innovative services backed by significant investments and collaborations: Aer Lingus continues to invest, innovate and evolve its products, services, and people through substantive investments and collaborations, to offer its customers with best-in-class services. In 2019, the brand launched innovative ways to pay with ‘Apple Pay’ and ‘Pay with Avios’. Additionally, ‘Aer Credit Card’ was launched in partnership with the Bank of Ireland. With the introduction of Aer Space, the company is focusing on rendering new premium travel experiences for short-haul guests. In collaboration with PressReader, the brand offers guests free access to various media. Ireland’s premium carrier, also invested in a new baggage tracking system. Besides for its fleet additions, Aer Lingus continued to achieve the highest Net Promoter Score amongst the IAG airlines due to enhancements in its catering proposition including complimentary beer and wine in long-haul economy. The company also invested in a new apprentice training program, and a new pilot training program continuing the long tradition of training future pilots. Aer Lingus has launched a significant sale on vacation destinations across Europe, aiming to allure travellers with discounted fares and innovative services. The sale, offers reduced round-trip fares per person from multiple North American cities to Dublin, Manchester, and over 20 other European destinations.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

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Opportunity

This section is available only in the 'Complete Report' on purchase.

Threats

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References used in Aer Lingus SWOT & PESTLE Analysis Report

1. IAG Annual report and accounts 2022- https://www.iairgroup.com/~/media/Files/I/IAG/annual-reports/iag-annual-reports/en/annual-report-and-accounts-2022.pdf
2. Aer Lingus Annual report and accounts 2022- https://www.iairgroup.com/~/media/Files/I/IAG/annual-reports/iag-annual-reports/en/aer-lingus-annual-report-2022.pdf
3. Global tourism to recover from pandemic by 2023- https://www.reuters.com/world/the-great-reboot/global-tourism-recover-pandemic-by-2023-post-10-year-growth-spurt-2022-04-21/
4. Aer Lingus launches huge sale on vacation destinations across Europe-https://www.google.com/amp/s/www.the-sun.com/shopping/8249277/aer-lingus-launches-huge-sale-on-europe-destinations/amp/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2024)

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