Description
SWOT ANALYSIS OF KENYA AIRWAYS
Kenya Airways Parent Company Category Sector Tagline/ Slogan Kenya Airways Ltd Mainly Domestic Airline The Pride of Africa Investment of KLM, a strong global player in the aviation industry STP Segment Target Group Positioning Businessmen, Traders, individuals seeking air travel Middle class / upper middle class Customer Satisfaction guaranteed SWOT Analysis 1. KLM which owns part of KQ brings in key management experience which is necessary to steer a company in the tough Airline Industry 2. Head office is strategically placed in Nairobi; a hub which allows easy connection to Central, West, and Southern Africa. 3. Serves the highest number of destinations within Africa. It flies to 46 African cities. 4. Good presence in the region it operates 1. Frequent labour disputes is a concern Weakness 2. Government influence due to significant shareholding 3. Unstable financial position of the company causes an issue 1. Increase in trade within the African continent necessitating more air travel
USP
Strength
Opportunity
2. Increasing disposable income of the people of Africa 3. Increasing fleet size(current 38) and starting new routes 1. Improvement in road and railway infrastructure could lead to a reduction in demand for air transport 2. Increasing cost of aviation fuel 3. The lucrative African aviation market is attracting strong global players thus challenging its strong position in the domestic market Competition 1. Ethiopian Airlines 2. Emirates 3. Qatar Airways
Threats
Competitors
doc_253262144.docx
SWOT ANALYSIS OF KENYA AIRWAYS
Kenya Airways Parent Company Category Sector Tagline/ Slogan Kenya Airways Ltd Mainly Domestic Airline The Pride of Africa Investment of KLM, a strong global player in the aviation industry STP Segment Target Group Positioning Businessmen, Traders, individuals seeking air travel Middle class / upper middle class Customer Satisfaction guaranteed SWOT Analysis 1. KLM which owns part of KQ brings in key management experience which is necessary to steer a company in the tough Airline Industry 2. Head office is strategically placed in Nairobi; a hub which allows easy connection to Central, West, and Southern Africa. 3. Serves the highest number of destinations within Africa. It flies to 46 African cities. 4. Good presence in the region it operates 1. Frequent labour disputes is a concern Weakness 2. Government influence due to significant shareholding 3. Unstable financial position of the company causes an issue 1. Increase in trade within the African continent necessitating more air travel
USP
Strength
Opportunity
2. Increasing disposable income of the people of Africa 3. Increasing fleet size(current 38) and starting new routes 1. Improvement in road and railway infrastructure could lead to a reduction in demand for air transport 2. Increasing cost of aviation fuel 3. The lucrative African aviation market is attracting strong global players thus challenging its strong position in the domestic market Competition 1. Ethiopian Airlines 2. Emirates 3. Qatar Airways
Threats
Competitors
doc_253262144.docx