Kenya Airways SWOT Analysis, Competitors, STP & USP
Published by MBA Skool Team, Last Updated: April 12, 2020
SWOT analysis of Kenya Airways analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Kenya Airways SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like Kenya Airways to benchmark its business & performance as compared to the competitors and industry. Kenya Airways is one of the leading brands in the airlines sector.
The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Kenya Airways competitors and includes Kenya Airways target market, segmentation, positioning & Unique Selling Proposition (USP).
Investment of KLM, a strong global player in the aviation industry
Kenya Airways STP
Kenya Airways Segmentation
Businessmen, Traders, individuals seeking air travel
Kenya Airways Target Market
Middle class / upper middle class
Kenya Airways Positioning
Customer Satisfaction guaranteed
Kenya Airways SWOT Analysis
Kenya Airways Strengths
Below are the Strengths in the SWOT Analysis of Kenya Airways:
1. KLM which owns part of KQ brings in key management experience which is necessary to steer a company in the tough Airline Industry 2. Head office is strategically placed in Nairobi; a hub which allows easy connection to Central, West, and Southern Africa. 3. Serves the highest number of destinations within Africa. It flies to 46 African cities. 4. Good presence in the region it operates
Kenya Airways Weaknesses
Here are the weaknesses in the Kenya Airways SWOT Analysis:
1. Frequent labour disputes is a concern
2. Government influence due to significant shareholding 3. Unstable financial position of the company causes an issue
Kenya Airways Opportunities
Following are the Opportunities in Kenya Airways SWOT Analysis:
1. Increase in trade within the African continent necessitating more air travel 2. Increasing disposable income of the people of Africa 3. Increasing fleet size(current 38) and starting new routes
Kenya Airways Threats
The threats in the SWOT Analysis of Kenya Airways are as mentioned:
1. Improvement in road and railway infrastructure could lead to a reduction in demand for air transport 2. Increasing cost of aviation fuel 3. The lucrative African aviation market is attracting strong global players thus challenging its strong position in the domestic market
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