MBA-FP 6028
Business Integration Skills
Airline SWOT Analysis
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
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:
Conduct a SWOT analysis on your chosen airline.
• 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.
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:
• Introduction: Provide an overview of your chosen airline and its place in the
industry.
• Include background information on what business strategies the airline is
using and where it fits in the industry.
• 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:
• Human resources—staff, volunteers, board members, target population.
• Physical resources—location, building, equipment, funding for resources
(grants, funding agencies, other sources of income).
• Activities and processes—programs run, systems employed.
• Past experiences—building blocks for learning and success, reputation in
the community.
• 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:
• Future trends—in the field or the culture.
• Economy—local, national, and international.
• Funding sources—foundations, donors, legislatures.
• Demographics—changes in the age, race, gender, culture of those served
by the organization.
• Physical environment.
• Legislation.
• Local, national, and international events.
• Interrelationships: Analyze the interrelationships among internal business
functional areas and external constraints and opportunities.
• 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
• Capabilities.
• Competitive
advantages.
• Customers.
• Suppliers.
• Financial
strength.
• Physical
facilities and
equipment.
• Resources,
assets, people,
employees.
• Experience,
knowledge,
data.
• Marketing—
reach,
distribution,
awareness.
• Innovative
aspects.
Strengths
Weaknesses
Criteria Examples
• Gaps in
capabilities.
• Lack of
competitive
strength.
• Reputation,
presence, and
reach.
• Financials.
• Known
vulnerabilities.
• Pressures.
• Cash flow.
• Continuity.
• Morale,
commitment,
leadership.
• Licensing.
Criteria Examples
Strengths
Weaknesses
Criteria Examples
• Location and
geographical.
• Price, value,
quality.
• Licensing.
External Environment Criteria Examples
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.
Opportunities
Threats
Criteria Examples
• 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
Criteria
Analyze a selected organization
using the SWOT method.
Proficient
Analyzes a selected organization
using the SWOT method.
Distinguished
Evaluates
SWOT analysis
criteria for a
selected
organization.
Evaluates the
implications of
Analyze the implications of internal Analyzes the implications of internal
internal and
and external factors on business
and external factors on business
external factors
strategy.
strategy.
on business
strategy.
Evaluates
interrelationship
s among internal
business
functional areas
and external
constraints and
opportunities.
Analyze interrelationships among
internal business functional areas
and external constraints and
opportunities.
Analyzes interrelationships among
internal business functional areas
and external constraints and
opportunities.
Recommend solutions to address
organizational weaknesses
identified in a SWOT analysis.
Recommends
solutions to
address
Recommends solutions to address
organizational
organizational weaknesses identified weaknesses
in a SWOT analysis.
identified in a
SWOT analysis,
including a
discussion of
Criteria
Proficient
Distinguished
how they
support the
SWOT analysis.
Communicate in a manner that is
professional and consistent with
expectations for members of the
business professions.
Communicates in a manner that is
professional and consistent with
expectations for members of the
business professions.
Communicates
in a manner that
is professional,
scholarly, and
consistent with
expectations for
members of the
business
professions.
SWOT Analysis
Airline name:
Criteria examples
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•
•
•
•
•
•
•
•
Criteria examples
•
•
•
•
•
•
•
•
•
•
•
•
Strengths
Weaknesses
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.
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.
Processes,
systems, IT,
communications.
•
•
•
•
•
•
•
•
Opportunities
Threats
Gaps in capabilities.
Lack of competitive
strength.
Reputation,
presence, and
reach.
Financials.
Known
vulnerabilities.
Pressures.
Cash flow.
Continuity.
Morale,
commitment,
leadership.
Licensing.
Criteria examples
•
•
•
•
•
•
•
•
Political effects.
Legislative effects.
Environmental
effects.
Technology
development and
innovation.
Competitors.
Market demand.
Economic factors.
Global influences.
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