BMGT 364 Project 1 – Planning and the SWOT Analysis
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 of 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 Porto 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.
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.