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 • • • • • • • • • • • • • • 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. 1
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