Kulula SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 4455

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


Parent Company

Comair Limited





Tagline/ Slogan

Making 'the complete travel experience' affordable


First low-cost, privately owned airline in South Africa



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

Target Group

Middle class and lower middle class


No –frill Airlines

SWOT Analysis


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


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”


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.


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 Kulula SWOT analysis along with its marketing and brand parameters.


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