Internal and External Factors Analysis of Kenya Airways’ Strategic Management: A Mini-Review

Abstract

This research is mainly to understand the business operation environment internally and externally which correlate with the Airline industry. It also aims to address various issues that affect the development of Kenya airways as an international airline operator. Such as the relationship of the airway with its host countries is also essential in determining the various barriers to a harmonious coexistence in its business strategy and development. There are also various issues of the company’s internalization to countries which has not established its brand. For example, the Kenya Airways has no business in Australia, the reasons are also addressed in this paper and further recommendations are also given. All these developments and challenges plus the effects of the pandemic in the transport and logistic industry also take into the considerations into this research. There are various frameworks (Valuable, Rare, Inimitable, and Companyal Analysis and the PESTEL Analysis) which will help articulate the importance and the challenges of the business environment to the airline industry. The study uses different strategies to address different scenarios within the company; these strategies include functional, conceptual, corporate, and business-level strategies.