Good bye Air Zimbabwe….Hello Zimbabwe Airways: Will re-branding solve Air Zimbabwe’s financial woes?

Abstract

With competition increasing from all corners, airlines have to find new ways to adapt or die. To adapt, Air Zimbabwe has resorted to rebranding to salvage its battered image. The purpose of this study is to assess whether the rebranding of Air Zimbabwe to Zimbabwe Airways will improve the airlines’ financial performance. A mixed methods research design and a literature review of challenges facing the airline is performed followed by interviews with key airline personnel in the airline. From the study, it is clear that rebranding alone will not solve Air Zimbabwe’s financial woes as the airline is riddled by a multifarious array of challenges key amongst them, poor service, management inefficiency, the use of an aged fleet and a bloated workforce. Although there is logic behind rebranding Air Zimbabwe there is a need for the airline to address the root cause of its financial woes. Only time will tell whether the airline is sending a clear message to passengers, stakeholders and the community-at-large, that change is happening throughout the airline. To this end, the fresh, dynamic look should also be reflected in the new airlines’ complete approach to delivering on all areas of operational, commercial and service excellence. Air Zimbabwe has a vital role to play in improving tourism development in Zimbabwe and the SADC region since air transport is a major enabler of tourism.