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The purpose of this project is to introduce you to the planning process and to complete a SWOT analysis to determine a company’s strengths, weaknesses, opportunities and threats

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The purpose of this project is to introduce you to the planning process and to complete a SWOT analysis to determine a company’s strengths, weaknesses, opportunities and threats.  Using the information gathered to complete the SWOT, you will begin to build a Strategic Plan identifying and discussing the company’s goals and objectives.

Outcome Met by Completing This Assignment

Employ effective planning processes to develop strategies, goals, and objectives in order to enhance organizational performance and sustainability. 

Instructions and Case Background

Note: Before starting work on Project I, you must read the Project 1 rubric very carefully. 

You are requested to complete Project 1 in the role of a recent business degree graduate, newly hired by Silver Airways.  Your manager has requested your assistance in conducting a SWOT analysis and developing the goals and objectives for a strategic plan. The strategic plan is necessitated by Silver Airways' CEO requesting an assessment of the airline’s ability to become a “major U.S. airline” and the subsequent steps it needs to take to make that happen.   

You will use the course materials for weeks 1 – 3 and your research findings based on the Silver Airlines' links below. This information will allow you to perform an analysis on the current state of Silver Airways to determine its strengths, weaknesses, opportunities, and threats toward becoming a major US airline.   

You will complete a SWOT table identifying the strengths, weaknesses, opportunities, and threats you identified for Silver Airlines. Based on your SWOT table, you will then develop and explain your goals and their related objectives.   

Your manager has informed you of the following facts: Florida-based Silver Airways recently announced its acquisition of Seaborne Airlines, headquartered in Puerto Rico.  Expanding its flight routes within the Caribbean, makes the company the highest volume airline to the Bahamas and the Caribbean.  In addition to its Bahama and Caribbean flights, Silver Airways serves the southeast and a few northeast states.

Your manager has provided you with the links found below and indicated that route expansion, a new fleet of aircraft and the acquisition of Seaborne Airlines should be considerations in your analysis. Of course, the focus of your analysis is Silver Airways and not Seaborne Airlines.

Your analysis, SWOT table, goals and objectives must be supported by a logical and well-reasoned evaluation of the facts ascertained from the course materials and links provided.  

Research Links

• Silver Airways                                          https://www.silverairways.com
• Seaborne Airlines                                    seabornairlines.com
• Silver Airways/SeaborneAirways          silverairways.com/about-silver/seaborne
• Silver Airways Announces Major Strategic Growth Developments and New Leadership

You may do additional research related to Silver Airways to enhance your SWOT analysis, SWOT Table and goals and objectives. 

silverairways.com/about-silver/press-room/article/2017/08/01/silver-airways-announce-major-strategic-growth-developents-and-new-leadership

Note:  Your report must be based on the results of your own research. This means that you will research and draw your own conclusions, which must be supported by your independent research and the course materials. You are precluded from the use of any existing SWOT analysis, SWOT Table, and goals and objectives ascertained from anyone else's source material (e.g., internet sites, for-pay websites, existing documents, video resources, and the like).  A zero will be earned for not doing your own analysis.

How to Set Up the Paper

Create a Word or Rich Text Format (RTF) document that is double spaced.  Use 12-point font.  The final product will be 4-5 pages in length, excluding the title page and reference page.  Write clearly and concisely. 

Create an compliant title page that provides the paper's title, your name, the course number, the section number and your instructor's name.

Use the following headings in the same order they appear below in completing your project:

Introduction

Write an Introduction paragraph.  The Introduction paragraph is the first paragraph of the paper and will be used to describe to the reader the intent of the paper explaining the main points covered in the paper.  This intent should be understood prior to reading the remainder of the paper so the reader knows exactly what is being covered in the paper.  The introduction is often written after the paper is completed.

SWOT Table

• Using the research from the websites provided and any additional research, complete a SWOT Table for Silver Airways using the format below.
• Provide a minimum of three strengths, three weaknesses, three opportunities and three threats. See the grading rubric for specifics and further guidance. 
• Provide an in-text citation for each item presented in the SWOT Table. 

Strengths

Weaknesses

Opportunities

Threats

SWOT Analysis:  Silver Airways 

• Write a paragraph for each quadrant (Strengths, Weaknesses, Opportunities, Threats) in the SWOT explaining the rationale for each of the criterion (Strengths, Weaknesses, Opportunities, Threats)  within each SWOT quadrant.  Support your reasoning. Remember, there must be a minimum of three criteria in each quadrant.  Be certain to label each of the four paragraphs at its start as the paragraph that is discussing Strengths, Weaknesses, Opportunities, or Threats.

Goals and Objectives

• You will now begin to build the framework for the Strategic Plan to be developed. Identify and explain three (3) major goals that the company should attain based on its acquisition of Seaborne Airlines,  with explanations as to the importance of each goal and why the goals are relevant to the company’s long-term goal of becoming a major US airline.
• For each goal, you will then define and discuss at least two objectives for each goal.
• Make sure to use the research and course materials to support your analysis.

STUDENTS: The format and framework for your goals and objectives must be as follows:   

STRATEGIC GOAL 1: Must be written as a goal with a brief explanation of support for that goal. 

*Objective 1:  

*Objective 2: 

*Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective's relevance to the goal it supports must be provided.   

STRATEGIC GOAL 2: Must be written as a goal with a brief explanation of support for that goal. 

*Objective 1:  

*Objective 2: 

*Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective's relevance to the goal it supports must be provided.   

STRATEGIC GOAL 3: Must be written as a goal with a brief explanation of support for that goal. 

*Objective 1:  

*Objective 2: 

*Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective's relevance to the goal it supports must be provided.   

Conclusion

• Create a concluding paragraph.  The conclusion paragraph highlights the major findings covered in the paper.