South African Airways SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: June 22, 2022

SWOT analysis of South African Airways analyses the brand by 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. South African Airways is one of the leading brands in the airlines sector.

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

About South African Airways

South African Airways Overview
Parent Company

Government of South Africa

Category

International

Sector

Airlines

Tagline/ Slogan

Inspiring new ways

USP

Second oldest airline in the world

South African Airways STP
Segmentation

Frequent travelers through airlines

Target Market

Middle class/Upper middle class

Positioning

Be safe with South African Airways

SWOT Analysis of South African Airways

For South African Airways, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. Let us start the South African Airways SWOT Analysis:

South African Airways Strengths

The strengths of South African Airways looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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 programs 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the South African Airways SWOT Analysis:

1. Diluted brand image due to controversies
2. Limited global operations compared to some leading global airlines


South African Airways Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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

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

5. Effective stake holder engagement


South African Airways Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of South African Airways:

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. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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