Kenya Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & 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. As of 2020, 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).

Kenya Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Kenya Airways Brand Analysis
Parent Company

Kenya Airways Ltd

Category

Mainly Domestic

Sector

Airlines

Tagline/ Slogan

The Pride of Africa

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

Kenya Airways Competition
Competitors

Below are the top 3 Kenya Airways competitors:

1. Ethiopian Airlines
2. Emirates
3. Qatar Airways


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Kenya Airways. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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