SWOT analysis of an Airline’s operations

SWOT analysis of an Airline’s operations

The Assignment is designed to allow you to practice the Analytical tools/skills we have been working on all week. For Parts 2, and 3 assume you have been asked for a brief by senior management on the situation/Issue. For Part 4 you have been asked to perform a SWOT analysis of an Airline’s operations, for a possible investment by your company. Consider the SWOT analysis to be part of determining if this is an “attractive” or “unattractive” business, as we did when assessing Easyjet’s decision to enter the European LCC market. The grading breakdown is shown below. Note the bulk of the grades are for Analysis, not Decisions/Recommendations; your primary role is to do a “deep dive” into the issue/situation described, and provide senior management with the relevant information.

Part 2 – From the Case on “Preparing for China’s entry into the WTO: China’s Airline Industry”: (20% OVERALL GRADE)

•         Describe the main characteristics of China’s Airline Industry pre 2001?

•         Was consolidating the Airlines a business driven initiative or was it government driven?

•         Were the mergers good for the Industry? Explain?

Part 3 – From one of the 2 cases provided; American Airlines or Pan Am (your choice) (20% OVERALL GRADE)
•         Analyze the leadership style of Juan Trippe (Pan Am) or CR Smith (American Airlines), how did that style contribute to the success of the airline?

•         Describe how the Airline took advantage of the American Government to expand their operations?

•         Analyze and describe the route network that the airline set up?

Part 4 – Select any Airline (except Easyjet) from anywhere in the world: (50% OVERALL GRADE)
•         Your company is considering an investment in the Airline. You have been asked to perform a SWOT analysis of the Airline’s Operations. Would you invest in this Airline? Why or Why Not?

Details of the Marking per Part

•         Understanding of the Situation(s)                      5%
•         Standard of English                                            5%
•         Quality of the Analysis                                      15%
•         Critical Understanding                                       15%
•         Decision Making & Recommendations             10%
•         Critical Analysis                                                 20%
•         Effective Use of Analysis Tools                        10%
•         Relevance                                                           15%
•         Structure                                                             5%
Total                                                                                    100%