Kulula SWOT Analysis, Competitors & USP

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

Kulula SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Kulula, 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 Kulula to benchmark its business & performance as compared to the competitors, and make strategic improvements. Kulula is one of the leading brands in the airlines sector.

The article below lists the Kulula SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Kulula SWOT Analysis:

SWOT Analysis of Kulula

For Kulula, 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.

Kulula Strengths

The strengths of Kulula 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 Kulula :

1. Kulula is a trading name for Comair ltd which has shown good growth in South Africa and which has  extended its franchise agreement with British Airways for a further 11 years

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

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

Kulula 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 Kulula SWOT Analysis:

1. Financial and operational results for kulula.com are not separately disclosed, but are fully incorporated within the annual results for Comair Limited

2. No global operations

3.Cost structure due to increasing labour and maintenance costs

4. Forced by FIFA during the world cup to stop a campaign describing itself as the "Unofficial National Carrier of the You-Know-What”

Kulula 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 Kulula SWOT Analysis:

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.

Kulula 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 Kulula are as mentioned:

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

Hence this concludes the Kulula SWOT analysis.

Continue reading more about the brand/company.

About Kulula

Kulula Overview
Parent Company

Comair Limited





Tagline/ Slogan

Making 'the complete travel experience' affordable


First low-cost, privately owned airline in South Africa

Kulula STP

People in south Africa who want to fly by air at an affordable rate

Target Market

Middle class and lower middle class


No –frill Airlines

Kulula Competitors




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.

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