South African Airways SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of South African Airways analyses the brand/company with its strengths, weaknesses, opportunities & threats. In South African 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 South African Airways to benchmark its business & performance as compared to the competitors and industry. As of 2020, South African Airways is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top South African Airways competitors and includes South African Airways target market, segmentation, positioning & Unique Selling Proposition (USP).

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

Government of South Africa





Tagline/ Slogan

Inspiring new ways


Second oldest airline in the world

South African Airways STP
South African Airways Segmentation

Frequent travelers through airlines

South African Airways Target Market

Middle class/Upper middle class

South African Airways Positioning

Be safe with South African Airways

South African Airways SWOT Analysis
South African Airways Strengths

Below are the Strengths in the SWOT Analysis of South African Airways:

1. South Africa has a Cat1 Status in terms of the 8 critical ICAO elements
2. Safety programmes and regulations in place to ensure the successful implementation of industry Safety Management System (SMS)
3. Strong support of South African Government
4. Addition of newer, younger aircrafts in the fleet

5. Good brand awareness and marketing through print ads

South African Airways Weaknesses

Here are the weaknesses in the South African Airways SWOT Analysis:

1. Diluted brand image due to anti-competitive practices and racism controversy
2. Limited global operations compared to some leading global airlines

South African Airways Opportunities

Following are the Opportunities in South African Airways SWOT Analysis:

1. Sustained economic growth and growing middle class
2. Strengthening of legal framework to enable aviation industry

innovation and growth
3. Inclusion of cargo fees in the revenue model

4. Effective stake holder engagement

South African Airways Threats

The threats in the SWOT Analysis of South African Airways are as mentioned:

1. Increased competition and expansion by other international airlines
2. Increased fuel cost
3. Fluctuating demand for air travel

South African Airways Competition

Below are the top 3 South African Airways competitors:

1. British Airways
2. Air France
3. Emirates

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 South African 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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