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 performance and sustainability
You recently graduated with a bachelor’s degree in business. You are a new hire at Silver
Airways and your manager has asked you to assist him with building a Strategic Plan to reach
the goal of merging with an airline carrier serving the Northeast US. Using the course materials
(weeks 1 – 3) and research on Silver Airways, you will create a SWOT table and conduct a
SWOT analysis on the current state of Silver Airways to determine its Strengths, Weaknesses,
Opportunities, and Threats. You will then identify goals, explain these goals and identify and
explain objectives for each goal.
Your manager has provided you with the following information about Silver Airways.
Silver Airways recently announced its purchase of Seaborne Airlines that is based in Puerto
Rico. Expanding its flight routes within the Caribbean, makes the company the highest volume
airline to the Bahamas and the Caribbean from Florida. In addition to its Bahama and Caribbean flights, Silver Airways serves the Southeast and a few Northeast states.
In answering the requirements, you will support the reasoning and conclusions made, which
means you will explain ‘why and how’ rather than relying on making statements. This is a most
important requirement so do not overlook it.
Review the links below to learn more about each airline, the merged map of flights, and the
strategic plan that led to the merger. Note that specific information about Seaborne Airlines may
not be relevant to answering the questions below.
Silver Airways Announces Major Strategic Growth Developments and New Leadership
You may do additional research related to Silver Airways. Make sure to take notes and do not
take the research lightly as the more research you do the more you will understand Silver
Airways and the better the SWOT analysis will be.
Note: Your report is based on the results of the research performed and not on any prepared
documentation or website with SWOT information. What this means is that you will research and draw your own conclusions that are supported by the research and the course materials rather
than the use any source material that puts together a SWOT, goals or objectives whether from
the Internet, for-pay websites or any pre-prepared document, video or source material. 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 a title page that provides a title, your name, the course number and section number and
Use the following headings and instructions to complete the project:
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.
Planning and SWOT Analysis