Kulula SWOT Analysis
Here is a detailed SWOT analysis of Kulula covering strengths, weaknesses, opportunities and threats.
Kulula Strengths
- Kulula is a trading name for Comair ltd which has shown good growth in South Africa and which has extended its franchise agreement with British Airways for a further 11 years
- Backing of British Airways will help in imparting world class services
- High brand equity in South Africa as ComAir have been operating successfully for more than six decades with an internationally recognized safety record
Above are the strengths in the SWOT Analysis of Kulula. The strengths of Kulula looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Kulula Weaknesses
- Financial and operational results for kulula.com are not separately disclosed, but are fully incorporated within the annual results for Comair Limited
- No global operations
- Cost structure due to increasing labour and maintenance costs
- Forced by FIFA during the world cup to stop a campaign describing itself as the "Unofficial National Carrier of the You-Know-What”
These were the weaknesses in the Kulula SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Kulula Opportunities
- Growing aviation industry is an opportunity as more people are using airlines for travelling now
- Can enter into the international market by offering services outside South Africa.
Above we covered the opportunities in Kulula SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Kulula Threats
- Political turmoil in many countries in Africa and rest of the world
- Lack of adequate manpower in Africa
- Decreases Across the South African domestic market passenger numbers are down 5% from 2012 due to increase in Airfare costs
- Volatility in crude oil costs
The threats in the SWOT Analysis of Kulula are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Kulula SWOT analysis.
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About Kulula
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Kulula Overview | |
|---|---|
| Parent Company |
Comair Limited |
| Category |
Domestic |
| Sector | |
| Tagline/ Slogan |
Making 'the complete travel experience' affordable |
| USP |
First low-cost, privately owned airline in South Africa |
| Kulula STP | |
| Segmentation |
People in south Africa who want to fly by air at an affordable rate |
| Target Market |
Middle class and lower middle class |
| Positioning |
No –frill Airlines |
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