Ethiopian Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 5007
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SWOT Analysis of Ethiopian Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ethiopian Airlines

Parent Company

Ethiopian Government

Category

International

Sector

Airline

Tagline/ Slogan

The New Spirit of Africa

USP

Safety and Credibility

STP

Segment

Businessmen/Traders

Target Group

Middle class/ Upper middle class

Positioning

Value for money

SWOT Analysis

Strengths

1. Significantly increased the number of air travelers carried, and tripled the carried cargo with increased traffic to Europe, North America and Asia

2. Its main hub Addis Ababa is very well located for the traffic between Intra Africa-India/South Asia and Latin America-India/South Asia
3. Operates the Youngest Fleet in Africa with an average age of 9.5
4. Association with Star Alliance helps to strengthen position in the domestic and international market

Weaknesses

1. Low revenue from home market
2. Lack of financial support from Government

Opportunities

1. Expanding reach to Latin America, Asia
2. Additional Revenue opportunities from Training and MRO Facilities
3. Leverage mentorship of Lufthansa

Threats

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

Competition

Competitors

1. Kenya Airways
2. Emirates
3. Qatar Airways



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