Rovos Air SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 926
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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

Category

Regional(Hawaii tourists)

Sector

Airlines

Tagline/ Slogan

-

USP

Offering passengers a nostalgic flight in yesterday's aircraft

Rovos Air STP

Segment

Tourists Visiting South Africa

Target Group

Middle and upper middle class individuals

Positioning

Offering  exclusive five-star journey of Southern Africa

Rovos Air SWOT Analysis

Strengths

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

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)

Weaknesses

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

Opportunities

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

Threats

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

Competitors

Below are the 3 main 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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