Swot Analysis Of Air Mauritius

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Introduction of Company:
Air Mauritius is an airline company with its head office based in Mauritius Islands. Its fleet consist of a medium and long-haul aircraft comprising of 4 Airbus 340-300C and 2 Airbus 340-300E and a short-haul aircraft for inter-island routes comprising of 2 ATR 72-500 as well as an helicopter fleet comprising of 2 Bell Jet Ranger (Discover our fleet, 2015). Air Mauritius is not only about travelling, it also provides services and products in different departments such as cargo and the inflight sales and entertainment services in order to accommodate its customers at its most. The cargo department offers facilities to travel products ranging from seafood, valuables, textile, flowers, vegetables
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In order to identify Air Mauritius’ target market variables such as demographic, geographic, psychographic and behavioural variables have to be covered. Air Mauritius can be considered a small aircraft company as it has a rather narrow range of planes compared to other airline companies, this is primarily due to the fact that Sir Seewoosagur Ramgoolam International Airport in Mauritius Islands cannot accommodate very large planes. However, it is not a small nor regional airline company and has flight schedules every week in continents such as Africa, Asia, Europe and Australia (O'Hanlon, 2013). Consequently it can be assumed that the target market is basically adult (age) men and women (gender) from different places all over the world who are looking for comfort and good services while travelling (benefits sought) of a medium to high status and income in order to be able to pay for all the tariff fares (psychographic). . Hence, it can be approved that Air Mauritius’ target market is scattered worldwide and cannot be really classified as they tend to market for various markets ranging from businessmen to tourists of different ages. However as Mauritius Islands are mostly known for its tourism industry, Air Mauritius is trying a new marketing strategy in order to attract more families to travel with them to Mauritius Islands for touristic reasons (4 trends in family travel for

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