BULE HORA UNIVERSTY

COLLEGE OF BUSSINESS AND ECONOMICS

DEPARTMENT OF ACCOUNTING AND FINANCE
GROUP ASSIGNMENT

COURSE TITLE: Strategic Management

COURSE CODE: Mgmt3142

NAME: ID NO.
1. ZEMENAY ………………...
2. MULUKEN ESHETU………………
3. MAHILET ALI……………………..
4.
5. ENDASHAW

Submitted to: Sofi B.

Submitted date: 11-08-2016
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 travellers 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 brand guide table above concludes the Ethiopian Airlines SWOT analysis along with its
marketing and brand parameters.
8. References
Cole, G., 2003. Strategic Management. Boston: Cengage Learning EMEA.
French, R., 2011. Organizational Behaviour. Hoboken:NJ: John Wiley & Sons.
Hersey, P., Blanchard, K. & Johnson, D., 2001. Management of organizational behavior:
Leading human resources. New Jersey: Prentice Hall.
Hiriyappa, B., 2009. Organizational Behavior. New Delhi: New Age International.
King, D. & Lawley, S., 2016. Organizational Behaviour. Oxford: OxordUniversity Press.