Create a SWOT analysis of a selected airline and 4–6 pages detailing your analysis.

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.

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

· 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.