Royal Air Maroc SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 1801
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SWOT Analysis of Royal Air Maroc with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Air Maroc

Parent Company

Morocco Government

Category

International

Sector

Airlines

Tagline/ Slogan

The wings of Morocco

USP

Punctuality and customer service

STP

Segment

Frequent Fliers with airlines

Target Group

Upper middle class individuals

Positioning

Value for money

SWOT Analysis

Strengths

1.Strong dominance in the domestic market

2. Government intervention restricts entry of foreign players
3. Royal Air Maroc has the largest fleet of 737s in Africa and is expected to be the first airline in Africa to operate the Boeing 787.
4. Good reputation in the aviation industry

Weaknesses

1. Intervention of government and hence restriction to expansion

2. No membership of any of the Airline Alliances

Opportunities

1. Expand reach by becoming a member of any of the Airline alliances and thus increasing the code share agreements

2. Leverage investments of Air France and International Airlines Group
3. Better customer service by improving experience

Threats

1. A 2 star rating from Skytrax which affects customers' perception
2. Increasing fuel cost
3. Increasing competition from European LCCs

Competition

Competitors

1. Ryanair
2. EasyJet
3. Air Berlin



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