Comair Aviation SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 3829

SWOT Analysis of Comair Aviation with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Comair Aviation

Parent Company

British Airways International Airlines Group





Tagline/ Slogan

We Lift You Up


High quality service in domestic flights in South Africa



People in south Africa who want to fly by air

Target Group

Middle class and upper middle class


Premium positioning

SWOT Analysis


1. Comair extended its franchise agreement with British Airways

2.Backing of British Airways will help in imparting world class services

3.High brand equity in South Africa as the have been operating successfully for more than six decades with an internationally recognized safety record

4. The airlines also has operations in cargo


1. Extremely competitive  market

2. Limited global operations compared to some leading global airlines

3.Cost structure due to increasing labour and maintenance costs


1. Growing aviation industry   is an opportunity as more people are using airlines for travelling now
2.Can enter into the international market by offering services outside South Africa.

3.Entering into no-frills airlines industry through “Kulula” which can help in consolidating its market in South Africa


1. Political turmoil in many countries in Africa and rest of the world
2.Lack of adequate manpower in Africa

3.Decreases Across the South African domestic market passenger numbers are down 5% from 2012 due to increase in Airfare costs

4. Volatility in crude oil costs





The table above concludes the Comair Aviation SWOT analysis along with its marketing and brand parameters.


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