Rovos Air SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 1143

SWOT analysis of Rovos Air analyses the brand/company with its strengths, weaknesses, opportunities & threats. Rovos Air is one of the leading brands in the airlines sector.

In addition to SWOT Analysis, the table below also lists the top Rovos Air competitors and elaborates Rovos Air segmentation, targeting, positioning & USP.

Rovos Air

Parent Company

TIM Holdings (PTY) LTD


Regional(Hawaii tourists)



Tagline/ Slogan



Offering passengers a nostalgic flight in yesterday's aircraft

Rovos Air STP


Tourists Visiting South Africa

Target Group

Middle and upper middle class individuals


Offering  exclusive five-star journey of Southern Africa

Rovos Air SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Rovos Air. Strengths are:

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)


Here are the weaknesses in the Rovos Air SWOT Analysis:

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


Following are the Opportunities in Rovos Air SWOT Analysis:

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


The threats in the SWOT Analysis of Rovos Air are as mentioned:

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

Rovos Air Competition


Below are the top 3 Rovos Air competitors:

1. South African Airways

2. Fly Zenith Air

3. Fly Sky class

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

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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