Rovos Air SWOT Analysis, USP & Competitors

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SWOT Analysis of Rovos Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rovos Air

Parent Company

TIM Holdings (PTY) LTD


Regional(Hawaii tourists)



Tagline/ Slogan



Offering passengers a nostalgic flight in yesterday's aircraft



Tourists Visiting South Africa

Target Group

Middle and upper middle class individuals


Offering  exclusive five-star journey of Southern Africa

SWOT Analysis


1. Very specialized services
2. Focus on limited number of aircraft types
3. Full in-house spares support for the fleet
4. Popularity and market acceptance (Associated with popular brand Rovos Rail)


1. Low brand awareness and low market share compared to prominent brands
2. Fleet is comparatively small and has limited operations


1. Introduction of flights to the new tourist destinations
2. More comprehensive services can be provided using facilities from Rovos Rail

3. Advertising and marketing exercises can boost the brand image


1. High competition from other regional players
2. Less number of carriers means less competitive ticket pricing

3. Govt policies not favoring aviation services can affect business



1. South African Airways

2. Fly Zenith Air

3. Fly Sky class

The table above concludes the Rovos Air SWOT analysis along with its marketing and brand parameters.


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