CASE STUDY: KULULA
BY: KHULEKANI XULU AND NTHABISENG KUBAE
SWOT is an acronym for strengths, weaknesses, threats and opportunities.
A SWOT analysis is a tool used by organisations and individuals to help identify and analyse their strengths, weaknesses, opportunities and threats
SWOT analysis for kulula:
STRENGHTS * Innovative – Kulula’s biggest advantage is that they’ve often done thigs differently. They have gone to the extent of painting their planes in certain patterns and giving them names like the ‘cow plane’. This alone sets them apart from the other airlines with the usual aircrafts. The initiative of ‘kululamoolah’ is an innovative way of creating loyalty towards kulula where passengers earn ‘kululahmoolah’ in numerous ways like flying with the airline. They can use this kululahmoolah to part pay or fully pay for a flight booking. This is another example of kululah’s innovation. They went on to use this initiative enhance the jetsetters loyalty programme. The kulula credit card is another innovative idea that ties in with earning ‘kululamoolah’ by using the credit card * Up to date with technology - SecureInstant Deposit (SID) – This is an online payment tool that makes internet transfers easier and faster. SID allows passengers to transfer cash directly to kulula. The kulula banking details are automatically completed on the payments page. Payments are instant and can be made 3hours prior to departure of the flight. Thii is to kulula’s advantage because not only is the payment process made easier and simpler, but they can cater for emergency situations more effortlessly * Marketing – over the years, kululah’s adverts have been memorable, largely due to their witty approach. From the superhero campaign right through to the jetsetter campaign, kulula have been able to get their message across, some so well that they are difficult to forget
| WEAKNESSES * Not flying further – Kulula only flies in South Africa and to a few southern afican cities. This means that people flying abroad or to further African countries cannot use kulula airlines. This is to the disadvantage of kulula because it’s limited to the market share of local flights. * Not serving free food – Because of their low prices, kulula cannot afford to provide free food like other airlines. This gives their competitors an advantage, in that they are able to provide a’ benefit’ of free food, while kulula can only afford to sell to their passengers. So their low prices does have a few setbacks.
| OPPORTUNITIES * Social investments – This provides kulula with an opportunity to interact with the society its part of and to create a positive image for the brand. Being part of initiatives like CHOC and Project Green creates a likeness to the brand and people are more likely to be drawn to kulula, thus attracting more customers * Flying abroad – kulula flights are currently locally based. This gives them the opportunity to expand the business and fly to overseas destinations. * Re-branding – The re-branding of kulula has allowed them to provide more than just flights to destinations, but also assess to hotels, car-rentals and other aspects that go allowing with travelling. This provides kulula with the opportunity to expand its brand beyond just an airline, to a travel agency. This would be a good business venture considering kulula deals with people that travel
STP is an acronym for segmentation, targeting and positioning. This is an important process in order for a business to identify its target market within a market.
This is the process of dividing a market into meaningful, relatively similar and identifiable segments or groups. People or organisations, which form part of the market and grouped based on the characteristics they share and the similar products they need. There are a number of bases for segmenting consumer markets, but for...
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