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Political - The uncertainty over Brexit to be a challenge for the European aviation sector.
Economical -
Deregulation of aviation sector
Slow economic recovery in Europe
Fluctuations in fuel prices
Social - consumer preference of high speed rail over airlines on short haul routes.
Technological - digital transformation to unlock new revenue streams.
Legal - regulations imposed on air traffic by the administrative authorities.
Environmental -
Green technologies efforts towards reducing pollution

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 Airline market remains highly competitive.

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 Airline market remains highly competitive.

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(https://politikbrief.lufthansagroup.com/fileadmin/user_upload/2017-spezial-sept/pdf/LHG-PB_spezial_10-17_E.pdf)

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Strengths -
Leading aviation group across the world
Sustainability and security program to drive strategic growth
Strong financial performance and stability

Weaknesses -
Employee disputes and strikes over wages impacts operations
Employee adaptation challenge to the business evolution

Opportunities -
Growing point-to-point traffic in Europe
Innovation and digitalization to drive growth and efficiency

Threats -
Stiff competition from low cost airlines and large Middle Eastern carriers
Volatility in oil prices
Catering segment witnessing changing dynamics

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Number of passengers transported by Lufthansa from 2008 to 2017 (in millions)

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Number of passengers transported by Lufthansa from 2008 to 2017 (in millions)

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(Statista.com)

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Before the beginning of the 1990s, Deutsche Lufthansa (LH) was a monopolist in regards
to flights within Germany. And since the appearance of smaller airlines, it has also
become part monopolist. A significant amount of these smaller airlines are flying for
Lufthansa in the meanwhile, and in some cases also with LH flight numbers. Since the
liberalisation of the European aviation market, the market structure has changed to an
oligopoly (based on offer). Airlines from other European countries are
connecting/operating international flights using German airports, and are also offering
flights within Germany  (Ddd.uab.cat, 2015)

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Marketing Objective - Promotion of brand.
Introduction -
The Lufthansa Group is a German major player in the aviation industry with operations running
worldwide. It is the biggest airline in belonging to Germany, and when combined with its various
subsidiaries, it is the largest airline all over Europe. One of its primary goals is to remain the first
choice of passengers, employees and at large shareholders. Its strategies are formulated on the basis
of three pillars: Network Airlines; Point-to-Point Airlines; and Airline Services.
(Source - https://www.lufthansagroup.com/en/company/company-portrait.html)