South African Airways SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 9375

SWOT Analysis of South African Airways with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

South African Airways

Parent Company

Government of South Africa





Tagline/ Slogan

Inspiring new ways


Second oldest airline in the world

South African Airways STP


Frequent travelers through airlines

Target Group

Middle class/Upper middle class


Be safe with South African Airways

South African Airways SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 3 main South African Airways competitors :

1. British Airways
2. Air France
3. Emirates

The brandguide table above concludes the South African 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.


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