Planning and the SWOT Analysis (1)
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Management
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Apr 3, 2024
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Purpose The purpose of this project is to introduce you to the planning process and to complete a SWOT analysis to determine a
company’s strengths, weaknesses, opportunities, and threats. Using the information gathered to complete the SWOT, you will begin to build a Strategic Plan identifying and discussing the company’s goals and objectives.
Outcome Met by Completing This Assignment
Employ effective planning processes to develop strategies, goals, and objectives to enhance organizational performance
and sustainability.
Instructions and Case Background
Note: Before starting work on Project I, you must carefully read the Project 1 rubric. You are requested to complete Project 1 in the role of a recent business degree graduate, newly hired by Silver Airways. Your manager has requested your assistance in conducting a SWOT analysis and developing the goals and objectives for a strategic plan. The strategic plan is necessitated by Silver Airways' CEO requesting an assessment of the airline’s ability to continue to grow and the subsequent steps it needs to take to make that happen. You will use the course materials for Weeks 1 – 3 and your research findings based on Silver Airways' links below. This information will allow you to analyze the current state of Silver Airways to determine its strengths, weaknesses, opportunities, and threats. You will complete a SWOT table identifying the strengths, weaknesses, opportunities, and threats you identified for Silver Airlines. Based on your SWOT table, you will then develop and explain your goals and their related objectives.
Your manager has informed you of the following facts: Florida-based Silver Airways recently announced its acquisition of Seaborne Airlines, headquartered in Puerto Rico. Expanding its flight routes within the Caribbean makes the company the highest-volume airline to the Bahamas and the Caribbean. In addition to its Bahamas and Caribbean flights, Silver Airways serves the southeast and a few northeast states.
Your manager has provided you with the links found below and indicated that route expansion, a new fleet of aircraft, and the acquisition of Seaborne Airlines should be considerations in your analysis. Of course, the focus of your analysis is Silver Airways and not Seaborne Airlines.
Your analysis, SWOT table, goals, and objectives must be supported by a logical and well-reasoned evaluation of the facts ascertained from the course materials and links provided. Research Links
Silver Airways
Seaborne Airlines
Silver Airways-Seaborne Airways Acquisition
Silver Airways Announces Major Strategic Growth Developments and New Leadership
You may do additional research related to Silver Airways to enhance your SWOT analysis, SWOT Table, and goals and objectives.
Note: Your report must be based on the results of your own research. This means that you will research and draw your own conclusions, which must be supported by your independent research and the course materials. You are precluded from using any existing SWOT analysis, SWOT Table, and goals and objectives ascertained from anyone else's source material (e.g., internet sites, for-pay websites, existing documents, video resources, and the like). You MUST do your own analysis.
Introduction
This document’s purpose is to identify the internal strengths and weaknesses of Silver Airways and external opportunities and threats (social, political, economic, legal environmental) that would affect them. The information from the SWOT analyses is then used to set clear and realistic goals and objectives based on the strengths and weaknesses of the company, which are also identified later in the document (Bruton, n.d.). By examining Silver Airways' strategic advantages, such as its codeshare agreements, niche geographic focus, and their modern fleet, against its vulnerabilities like financial instability and a limited route network, Silver Airways can gain insight into their position in the current market. From there they can explore potential avenues for growth, including expanding service areas, leveraging technological advancements, and diversifying into cargo operations, while also acknowledging significant external challenges such as rising fuel costs, sustainability pressures, and intense market competition.
SWOT Table
Strengths
Weaknesses
Codeshare agreements and partnerships along with its acquisition of seaborn (Business Wire, 2018)
Financial stability. The airline was delinquent on
lease payments owed to the county since 2021
risking eviction at the Fort Lauderdale airport
(Cooke, 2023). Silver Airways is at risk of
disappearing as the novel coronavirus crisis has
impacted operations (Pallini, 2020)
Florida's first airline still operating today (Business Wire, 2018)
Small inventory of aircraft
Targeted geographical region offering a Caribbean niche. (Business Wire, 2018)
Limited network of routes with a small customer base (Business Wire, 2019)
The acquisition of new eco-friendly ATR-600s that
feature the widest cabin and premium features (Business Wire, 2018)
Dependence on code sharing and partnerships to expand.
Smaller crafts that can land where most big commercial planes cannot.
Opportunities
Threats
Flying cargo (Singh, 2022)
Rising fuel cost (GMI, 2022)
Expanding codeshare relationships (Singh, 2022)
Pressure/cost to make air travel more sustainable
(Chamber of commerce, 2023)
Expanding its service areas
High competition (Momen, 2023)
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