· Create a
SWOT analysis of a selected airline and 4–6 pages detailing your analysis.
Note: The assessments in this course build upon each other,
so you are strongly encouraged to complete them in sequence.
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Context
Various MBA skills include analysis and decision making.
These real-world skills apply to all types of businesses. In the airline
industry, some interesting nuances include its highly competitive nature, as
well as compelling marketing and regulation considerations. Additionally, many
internal and external influences impact airline planning, operations, and
performance.
A strengths, weaknesses, opportunities, and threats (SWOT)
analysis assists in identifying the positives and negatives (strengths and weaknesses)
inside an organization, as well as the opportunities and threats that exist in
the external environment (outside an organization).
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Questions to Consider
To deepen your understanding, you are encouraged to consider
the questions below and discuss them with a fellow learner, a work associate,
an interested friend, or a member of the business community.
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Resources
Suggested Resources
The following optional resources are provided to support you
in completing the assessment or to provide a helpful context. For additional
resources, refer to the Research Resources and Supplemental Resources in the
left navigation menu of your courseroom.
Capella Resources
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· Assessment
Instructions
Note: The assessments in this course build upon each other,
so you are strongly encouraged to complete them in sequence.
Preparation
Use the Internet and Capella University Library to research
an airline currently in business to use as the basis for this assessment. You
will need to incorporate a minimum of four resources to support the points in
your 4–6-page analysis described below.
Deliverables
Complete the following:
1. Conduct a SWOT
analysis on your chosen airline.
o Consider using
the SWOT Analysis Template document, linked in the Suggested Resources, or a
similar format of your choice for this assessment. Examples of criteria for the
SWOT analysis are provided in the tables below.
2. Write a 4–6-page
analysis of the airline’s internal and external environments, as well as the
interrelationships among its internal businesses. Include the following
subheadings and content:
o Introduction:
Provide an overview of your chosen airline and its place in the industry.
o Include
background information on what business strategies the airline is using and
where it fits in the industry.
o Internal
Environment: Using your SWOT analysis, analyze the airline’s internal
environment for the conditions and factors that influence its activities and
choices, including its business strategies. The internal environment includes:
o Human
resources—staff, volunteers, board members, target population.
o Physical
resources—location, building, equipment, funding for resources (grants, funding
agencies, other sources of income).
o Activities and
processes—programs run, systems employed.
o Past
experiences—building blocks for learning and success, reputation in the
community.
o External
Environment: Analyze the selected organization’s external environment for the
conditions and factors surrounding it that influence its activities and
choices, including its business strategies. External forces the organization
does not control include the following:
o Future trends—in
the field or the culture.
o Economy—local,
national, and international.
o Funding
sources—foundations, donors, legislatures.
o
Demographics—changes in the age, race, gender, culture of those served
by the organization.
o Physical
environment.
o Legislation.
o Local, national,
and international events.
o
Interrelationships: Analyze the interrelationships among internal
business functional areas and external constraints and opportunities.
o Conclusion:
Describe the key issues you believe should be addressed to make effective
decisions and business plans, and provide your recommendations or suggestions
for handling these issues.
Internal Environment Criteria Examples
Criteria Examples
Strengths
Weaknesses
Criteria Examples
·
Capabilities.
· Competitive
advantages.
· Customers.
· Suppliers.
· Financial
strength.
· Physical
facilities and equipment.
· Resources,
assets, people, employees.
· Experience,
knowledge, data.
·
Marketing—reach, distribution, awareness.
· Innovative
aspects.
· Location and
geographical.
· Price,
value, quality.
· Licensing.
· Gaps in
capabilities.
· Lack of
competitive strength.
· Reputation,
presence, and reach.
· Financials.
· Known
vulnerabilities.
· Pressures.
· Cash flow.
· Continuity.
· Morale,
commitment, leadership.
· Licensing.
External Environment Criteria Examples
Criteria Examples
Opportunities
Threats
Criteria Examples
· Social
forces, lifestyle trends.
· Consumer
desires and values.
· Political
impact.
· Legal and
governmental issues.
· Economic
factors.
·
Environmental issues.
· Technology
development and innovation.
· Competitors.
· Industry
trends.
· Global
influences.
·
Geographical.
· Business and
product development.
· Political
effects.
· Legislative
effects.
·
Environmental effects.
· Technology
development and innovation.
· Competitors.
· Market
demand.
· Economic
factors.
· Global
influences.
Additional Requirements
· Written
communication: Written communication is free of errors that detract from the
overall message.
· APA
formatting: Resources and citations are formatted according to current APA
style and formatting.
· Number of
resources: A minimum of four resources.
· Length: 4–6
typed, double-spaced pages.
· Font and
font size: Times New Roman, 12-point.
Airline SWOT Analysis Scoring Guide
