South African Airways SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 5756
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SWOT Analysis of South African Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

South African Airways

Parent Company

Government of South Africa

Category

International

Sector

Airlines

Tagline/ Slogan

Inspiring new ways

USP

Second oldest airline in the world

STP

Segment

Frequent travelers through airlines

Target Group

Middle class/Upper middle class

Positioning

Be safe with South African Airways

SWOT Analysis

Strengths

1. South Africa has a Cat1 Status in terms of the 8 critical ICAO elements
2. Safety programmes and regulations in place to ensure the successful implementation of industry Safety Management System (SMS)
3. Strong support of South African Government
4. Addition of newer, younger aircrafts in the fleet

5. Good brand awareness and marketing through print ads

Weaknesses

1. Diluted brand image due to anti-competitive practices and racism controversy
2. Limited global operations compared to some leading global airlines

Opportunities

1. Sustained economic growth and growing middle class
2. Strengthening of legal framework to enable aviation industry

innovation and growth
3. Inclusion of cargo fees in the revenue model

4. Effective stake holder engagement

Threats

1. Increased competition and expansion by other international airlines
2. Increased fuel cost
3. Fluctuating demand for air travel

Competition

Competitors

1. British Airways
2. Air France
3. Emirates



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