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South African Airways SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: April 19, 2024Read time:

Here is a detailed SWOT analysis of South African Airways covering strengths, weaknesses, opportunities and threats.

South African Airways Strengths

  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

Above are the strengths in the SWOT Analysis of South African Airways. The strengths of South African Airways looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

South African Airways Weaknesses

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

These were the weaknesses in the South African Airways SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

South African Airways Opportunities

  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

Above we covered the opportunities in South African Airways SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about South African Airways

South African Airways Threats

  1. Increased competition and expansion by other international airlines
  2. Increased fuel cost
  3. Fluctuating demand for air travel

The threats in the SWOT Analysis of South African Airways are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the South African Airways SWOT analysis.

About South African Airways

The table below gives the brand overview along with its target market, segmentation, positioning & USP

South African Airways Overview
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 Market

Middle class/Upper middle class


Be safe with South African Airways

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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