Air Mauritius SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 2292
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SWOT Analysis of Air Mauritius with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Air Mauritius

Parent Company

Air Mauritius Holdings Ltd

Category

International

Sector

Airlines

Tagline/ Slogan

Mauritius – It’s a pleasure

USP

Quality Service

STP

Segment

Customers looking for safety/punctuality

Target Group

Middle class/ Upper middle class/ Business men

Positioning

Safety and Security at affordable prices

SWOT Analysis

Strengths

1. Recipient of Indian Ocean Leading Airline Prize seven years in a row
2. Very young fleet with an average age of 9.4 years
3. An important and strong presence in the European, African, and Indian Ocean region markets

4. According to Aviation Safety Network, the airline has not suffered any accident or incident that led to fatalities thus a strong image for safety

5. Strong support from the govt

Weaknesses

1. Strong competition means limited market share

3. Limited destinations and hence not utilizing the potential of Airline business

Opportunities

1. Expanding reach by increasing number of destinations and fleet size
2. Leverage on safety to attract high end travelers
3. Utilize strong association with Air bus to increase fleet size

Threats

1. Unstable European economy
2. Increasing cost of fuel

Competition

Competitors

1. Air Austral

2. Air Seychelles



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