Description
SWOT ANALYSIS OF SOUTH AFRICAN AIRWAYS
South African Airways Parent Company Category Sector Tagline/ Slogan USP Government of South Africa International Airlines Inspiring new ways Second oldest airline in the world STP Segment Target Group Positioning Frequent travelers through airlines Middle class/Upper middle class Be safe with South African Airways SWOT Analysis 1. South Africa has a Cat1 Status in terms of the 8 critical ICAO elements 2. Safety programmes 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 Strength 5. Good brand awareness and marketing through print ads 1. Diluted brand image due to anti-competitive practices and racism controversy 2. Limited global operations compared to some leading global airlines 1. Sustained economic growth and growing middle class 2. Strengthening of legal framework to enable aviation industry
Weakness
Opportunity
innovation and growth 3. Inclusion of cargo fees in the revenue model 4. Effective stake holder engagement 1. Increased competition and expansion by other international airlines 2. Increased fuel cost 3. Fluctuating demand for air travel Competition 1. British Airways 2. Air France 3. Emirates
Threats
Competitors
doc_903230192.docx
SWOT ANALYSIS OF SOUTH AFRICAN AIRWAYS
South African Airways Parent Company Category Sector Tagline/ Slogan USP Government of South Africa International Airlines Inspiring new ways Second oldest airline in the world STP Segment Target Group Positioning Frequent travelers through airlines Middle class/Upper middle class Be safe with South African Airways SWOT Analysis 1. South Africa has a Cat1 Status in terms of the 8 critical ICAO elements 2. Safety programmes 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 Strength 5. Good brand awareness and marketing through print ads 1. Diluted brand image due to anti-competitive practices and racism controversy 2. Limited global operations compared to some leading global airlines 1. Sustained economic growth and growing middle class 2. Strengthening of legal framework to enable aviation industry
Weakness
Opportunity
innovation and growth 3. Inclusion of cargo fees in the revenue model 4. Effective stake holder engagement 1. Increased competition and expansion by other international airlines 2. Increased fuel cost 3. Fluctuating demand for air travel Competition 1. British Airways 2. Air France 3. Emirates
Threats
Competitors
doc_903230192.docx