1. Diluted brand image due to anti-competitive practices and racism controversy
2. Limited global operations compared to some leading global airlines
Opportunity
1. Sustained economic growth and growing middle class
2. Strengthening of legal framework to enable aviation industry
innovation and growth
3. Inclusion of cargo fees in the revenue model
4. Effective stake holder engagement
Threats
1. Increased competition and expansion by other international airlines
2. Increased fuel cost
3. Fluctuating demand for air travel
Poor information management capabilities
Sub-optimal revenue model
Sub-optimal human resources management processes
Substandard inspectorate knowledge on legal matters