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SWOT Analysis of Ethiopian Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) Marketing Analysis Ethiopian Airlines Parent Company
Ethiopian Government Category
International Sector Airlines Tagline/ Slogan
The New Spirit of Africa USP
Safety and Credibility Ethiopian Airlines STP Segment
Businessmen/Traders Target Group
Middle class/ Upper middle class Positioning
Value for money Ethiopian Airlines SWOT Analysis Strengths
1. Significantly increased the number of air travelers carried, and tripled the carried cargo with increased traffic to Europe, North America and Asia 2. Its main hub Addis Ababa is very well located for the traffic between Intra Africa-India/South Asia and Latin America-India/South Asia 3. Operates the Youngest Fleet in Africa with an average age of 9.5 4. Association with Star Alliance helps to strengthen position in the domestic and international market
Weaknesses
1. Low revenue from home market 2. Lack of financial support from Government Opportunities
1. Expanding reach to Latin America, Asia 2. Additional Revenue opportunities from Training and MRO Facilities 3. Leverage mentorship of Lufthansa Threats
1. Increasing Aviation fuel cost 2. The lucrative African aviation market is attracting strong global players thus challenging its strong position in the
domestic market 3. Improvement in road and railway infrastructure could lead to a reduction in demand for air transport Ethiopian Airlines Competition Competitors
1. Kenya Airways 2. Emirates 3. Qatar Airways
The brandguide table above concludes the Ethiopian Airlines SWOT analysis along with its marketing and brand parameters.
