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|SWOT Analysis Template Situation being analysed: __________Westjet________________ This SWOT example is for a new business opportunity. Many criteria can apply to more than one quadrant. Identify criteria appropriate to your own SWOT situation.||criteria examples||Strengths||Weaknesses||criteria examples||Advantages of proposition? 1. Low, attractive and competitive fares.||1. Domestic airline with no exposure in the||Disadvantages of proposition?||Capabilities?||Customers also had an option of advance||regional-international segment||Competitive advantages?||flight booking||2. Tickets were not refundable and||Gaps in capabilities?||USP’s (unique selling||2. Emphasis on customer service and||customers did not have an option to reserve||Lack of competitive strength?||points)?||customer service relationship||seats of their choice||Resources, Assets, People?||3. High aircraft utilization: a fleet of 77||3. Discounts to its customers nor air miles||Reputation, presence and||Experience, knowledge, data?||next generation Boeing 737s, mostly under||to frequent fliers were offered||reach?||Financial reserves, likely||warranty reducing the maintenance cost||4. Limited viable expansion possible into||Financials?||returns?||4. A strong and powerful corporate culture:||newer destinations over and above currently||Own known vulnerabilities?||Marketing – reach,||work culture was fun, casual, friendly and||served||Timescales, deadlines and||distribution, awareness?||customer oriented||pressures?||Innovative aspects?||Cashflow, start-up||Location and geographical?||cash-drain?||Price, value, quality?||Continuity, supply chain||Accreditations,||robustness?||qualifications,||Effects on core activities,||certifications?||distraction?||Processes, systems, IT,||Reliability of data, plan||communications?||predictability?||Cultural, attitudinal,||Morale, commitment,||behavioural?||leadership?||Management cover, succession?||Accreditations, etc?||Philosophy and values?||Processes and systems, etc?||Management cover, succession?||criteria examples||Opportunities||Threats||criteria examples||Market developments?||1. Code sharing opens new doors: expand||1. New competitors offering new routes and||Political effects?||Competitors’ vulnerabilities?||internationally||lower fares||Legislative effects?||2.|
|Operate flights which originate from the||2. Sensitive to macro-factors such as||Environmental effects?||Industry or lifestyle trends?||major metropolitan hubs in Canada||economic downturn, high fuel prices,||IT developments?||3. Improve the on-board catering and||appreciation of the Canadian dollar||Competitor intentions –||Technology development and||entertainment services||3. Unfavourable regulatory development||various?||innovation?||4. Purchase new planes: WestJet should add||4.|
|Competition from major airlines for long||Market demand?||Global influences?||new, smaller jets||haul international flights originating from||New technologies, services,||New markets, vertical,||Canada||ideas?||horizontal?||Vital contracts and partners?||Niche target markets?||Geographical, export, import?||Sustaining internal||capabilities?||New USP’s?||Obstacles faced?||Tactics: eg, surprise, major||Insurmountable weaknesses?||contracts?||Loss of key staff?||Business and product||Sustainable financial||development?||backing? op||Information and research?||Economy – home, abroad?||Partnerships, agencies,||Seasonality, weather effects?||distribution?||Volumes, production,||economies?||Seasonal, weather, fashion||influences?||© Alan Chapman 2005-09. Free PDF version of this tool and information about SWOT analysis methods are available at www. businessballs. com/swotanalysisfreetemplate. htm. This is a free resource from www. businessballs. com, which contains lots more useful tools, diagrams and materials. Not to be sold or published.|
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