Kenya Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 5234
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SWOT Analysis of Kenya Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Kenya Airways

Parent Company

Kenya Airways Ltd

Category

Mainly Domestic

Sector

Airline

Tagline/ Slogan

The Pride of Africa

USP

Investment of KLM, a strong global player in the aviation industry

STP

Segment

Businessmen,  Traders, individuals seeking air travel

Target Group

Middle class / upper middle class

Positioning

Customer Satisfaction guaranteed

SWOT Analysis

Strengths

1. KLM which owns part of KQ brings in key management experience which is necessary to steer a company in the tough Airline Industry
2. Head office is strategically placed in Nairobi; a hub which allows easy connection to Central, West, and Southern Africa.
3. Serves the highest number of destinations within Africa. It flies to 46 African cities.
4. Good presence in the region it operates

Weaknesses

1. Frequent labour disputes is a concern

2. Government influence due to significant shareholding
3. Unstable financial position of the company causes an issue

Opportunities

1. Increase in trade within the African continent necessitating more air travel
2. Increasing disposable income of the people of Africa
3. Increasing fleet size(current 38) and starting new routes

Threats

1. Improvement in road and railway infrastructure could lead to a reduction in demand for air transport
2. Increasing cost of aviation fuel
3. The lucrative African aviation market is attracting strong global players thus challenging its strong position in the domestic market

Competition

Competitors

1. Ethiopian Airlines
2. Emirates
3. Qatar Airways


The table above concludes the Kenya Airways SWOT analysis along with its marketing strategy and brand parameters.

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