Description
SWOT ANALYSIS OF ROYAL AIR MAROC
Royal Air Maroc Parent Company Category Sector Tagline/ Slogan USP Morocco Government International Airlines The wings of Morocco Punctuality and customer service STP Segment Target Group Positioning Frequent Fliers with airlines Upper middle class individuals Value for money SWOT Analysis 1.Strong dominance in the domestic market 2. Government intervention restricts entry of foreign players 3. Royal Air Maroc has the largest fleet of 737s in Africa and is expected to be the first airline in Africa to operate the Boeing 787. 4. Good reputation in the aviation industry 1. Intervention of government and hence restriction to expansion Weakness 2. No membership of any of the Airline Alliances 1. Expand reach by becoming a member of any of the Airline alliances and thus increasing the code share agreements 2. Leverage investments of Air France and International Airlines Group 3. Better customer service by improving experience
Strength
Opportunity
Threats
1. A 2 star rating from Skytrax which affects customers' perception 2. Increasing fuel cost 3. Increasing competition from European LCCs Competition 1. Ryanair 2. EasyJet 3. Air Berlin
Competitors
doc_132393220.docx
SWOT ANALYSIS OF ROYAL AIR MAROC
Royal Air Maroc Parent Company Category Sector Tagline/ Slogan USP Morocco Government International Airlines The wings of Morocco Punctuality and customer service STP Segment Target Group Positioning Frequent Fliers with airlines Upper middle class individuals Value for money SWOT Analysis 1.Strong dominance in the domestic market 2. Government intervention restricts entry of foreign players 3. Royal Air Maroc has the largest fleet of 737s in Africa and is expected to be the first airline in Africa to operate the Boeing 787. 4. Good reputation in the aviation industry 1. Intervention of government and hence restriction to expansion Weakness 2. No membership of any of the Airline Alliances 1. Expand reach by becoming a member of any of the Airline alliances and thus increasing the code share agreements 2. Leverage investments of Air France and International Airlines Group 3. Better customer service by improving experience
Strength
Opportunity
Threats
1. A 2 star rating from Skytrax which affects customers' perception 2. Increasing fuel cost 3. Increasing competition from European LCCs Competition 1. Ryanair 2. EasyJet 3. Air Berlin
Competitors
doc_132393220.docx