Kenya Airways SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 8930

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 also lists the top Kenya Airways competitors and elaborates Kenya Airways market segmentation, target group, positioning & Unique Selling Proposition (USP).

Kenya Airways SWOT, Competitors, Marketing STP & 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
Segment

Businessmen,  Traders, individuals seeking air travel

Target Group

Middle class / upper middle class

Positioning

Customer Satisfaction guaranteed

Kenya Airways SWOT Analysis
Strengths

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

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

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

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

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

The brandguide table above concludes the Kenya Airways 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. Browse marketing analysis of more brands and companies similar to Kenya Airways. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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