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.