Kenya Airways

Topics: Airline, Nairobi, Flag carrier Pages: 11 (2902 words) Published: May 28, 2012
KENYA AIRWAYS the pride of Africa.
Strategic information management

Table of contents:

II.Mission and vision statements

III.Performance of Kenya airways

IV.Porters five forces of competitive advantage

V.Nature of the airline market in relation to the five forces

VI.A swot analysis for KQ



Kenya Airways Limited commonly known as Kenya Airways is Kenya's flag carrier and largest airline and is engaged in the operation of both international and domestic air services including carrying passengers, freight and mail as well as providing ancillary services. Their headquarters is in Embakasi, Nairobi while its main base is at the Jomo Kenyatta International Airport (JKIA It was founded in 1977 after the breakup of the East African Community that led to the dissolution of the East African Airways. Kenya Airways operates under the IATA airline code KQ and the ICAO airline code KQA, while its call sign is KENYA. (Web-2). Initially it was owned by the Government of Kenya but in 1986 the government made the first move towards the privatization of the company. However, it was not until 1996 that the privatization process was completed with the company issuing an initial public offer in March that year. KLM is the largest shareholder with a 26% shareholding, followed by the Kenyan government with 23% and the remaining 51% being held by individuals and organisations both locally and internationally. Its shares are traded in the Nairobi Stock Exchange, the Dar-es-Salam Stock Exchange and the Ugandan Securities Exchange. It owns 49% of Precision Air a Tanzanian carrier. As of October 2011, the carrier's destination network comprised of 56 cities in Asia, Africa and Europe and its fleet consisted of a total of 35 planes broken down as follows:

Kenya Airways Fleet[31]

Passenger Fleet
AircraftIn ServiceOrdersOptionsPassengersNotes
Boeing 737-300
Boeing 737-700
Boeing 737-800
Boeing 767-300ER
Boeing 777-200ER
Boeing 777-300ER
Boeing 787-8
94TBAEIS: Fourth quarter 2013[27]

Embraer 170
Embraer 190
Cargo Fleet
Boeing 747-400F
1N/AEIS: October 2011[34]



Mission and vision statement
Organisations today develop a vision statement that answers the question ‘What do we want to become?’ this is usually the first step to strategic management of any organisation. According to their website Kenya Airways says that the vision of the company is: ‘To consistently be a safe and profitable airline that guarantees world class service: The Pride of Africa.’ On the other hand mission statements are enduring statements of purpose. They distinguish a business from similar firms or rather from their competitors. It identifies the scope of a firm’s operations in in product and market terms. It answers the question ‘What is our business?’ A good mission statement should identify the values and priorities of an organisation. It is a constant reminder to the employees why the organisation exists and what the founders envisioned. The mission statement of Kenya Airways is: To maximise stakeholder value by consistently

-Providing the highest level of customer satisfaction
-Upholding the highest level of safety and security
-Maximising employee satisfaction
It plans on achieving all these whist being committed to corporate and Social Responsibility. In achieving this Kenya Airways has divided its corporate responsibility into four categories Education – Kenya Airways has partnered with the ministry of education of Zimbabwe to promote the ‘Education for all campaign.’ In this course they are flying pupils from Zimbabwe to Kenya on exchange programmes. Environment –...
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