P/B/504. Dissertation. Strategic position of South African Airways (SAA)

The dissertation reports on the strategic position of SAA (South African Airways) offering the companys profile and conducting SWOT and PESTEL environmental analysis, internal analysis, competitor analysis, consumer analysis, market segmentation, positioning, etc. The challenges facing SAA in the past and at present are highlighted; their prospects for going global are discussed and evaluated: the appraisal of former, current and future strategies is made. The paper reviews the relationships between SAA and travel agencies pointing out advantages and disadvantages of the reduced commissions strategy. The issues of passengers luggage safety and staff satisfaction are discussed. Recommendations are made to improve the companys financial viability are contribute to their current growth strategy.