Airline SWOT Analysis – American Airlines

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Research American Airlines as the basis for this assessment.
You will need to incorporate a minimum of four resources to support the
points in your 4–6-page analysis described below.


Complete the following:

  1. Conduct a SWOT analysis on your chosen airline.
    • Consider using the SWOT Analysis Template document, linked in
      the Suggested Resources, or a similar format of your choice for this
      assessment. Examples of criteria for the SWOT analysis are provided in
      the tables below.
  2. Write a 4–6-page analysis of the airline’s internal and external
    environments, as well as the interrelationships among its internal
    businesses. Include the following subheadings and content:

    • Introduction: Provide an overview of your chosen airline and its place in the industry.
      • Include background information on what business strategies the airline is using and where it fits in the industry.
    • Internal Environment: Using your SWOT
      analysis, analyze the airline’s internal environment for the conditions
      and factors that influence its activities and choices, including its
      business strategies. The internal environment includes:

      • Human resources—staff, volunteers, board members, target population.
      • Physical resources—location, building, equipment, funding for resources (grants, funding agencies, other sources of income).
      • Activities and processes—programs run, systems employed.
      • Past experiences—building blocks for learning and success, reputation in the community.
    • External Environment: Analyze the selected
      organization’s external environment for the conditions and factors
      surrounding it that influence its activities and choices, including its
      business strategies. External forces the organization does not control
      include the following:

      • Future trends—in the field or the culture.
      • Economy—local, national, and international.
      • Funding sources—foundations, donors, legislatures.
      • Demographics—changes in the age, race, gender, culture of those served by the organization.
      • Physical environment.
      • Legislation.
      • Local, national, and international events.
    • Interrelationships: Analyze the interrelationships among internal business functional areas and external constraints and opportunities.
    • Conclusion: Describe the key issues you
      believe should be addressed to make effective decisions and business
      plans, and provide your recommendations or suggestions for handling
      these issues.

Internal Environment Criteria Examples

Criteria Examples Strengths Weaknesses Criteria Examples
  • Capabilities.
  • Competitive advantages.
  • Customers.
  • Suppliers.
  • Financial strength.
  • Physical facilities and equipment.
  • Resources, assets, people, employees.
  • Experience, knowledge, data.
  • Marketing—reach, distribution, awareness.
  • Innovative aspects.
  • Location and geographical.
  • Price, value, quality.
  • Licensing.
  • Gaps in capabilities.
  • Lack of competitive strength.
  • Reputation, presence, and reach.
  • Financials.
  • Known vulnerabilities.
  • Pressures.
  • Cash flow.
  • Continuity.
  • Morale, commitment, leadership.
  • Licensing.

External Environment Criteria Examples

Criteria Examples Opportunities Threats Criteria Examples
  • Social forces, lifestyle trends.
  • Consumer desires and values.
  • Political impact.
  • Legal and governmental issues.
  • Economic factors.
  • Environmental issues.
  • Technology development and innovation.
  • Competitors.
  • Industry trends.
  • Global influences.
  • Geographical.
  • Business and product development.
  • Political effects.
  • Legislative effects.
  • Environmental effects.
  • Technology development and innovation.
  • Competitors.
  • Market demand.
  • Economic factors.
  • Global influences.

Additional Requirements

  • Written communication: Written communication is free of errors that detract from the overall message.
  • APA formatting: Resources and citations are formatted according to current APA style and formatting.
  • Number of resources: A minimum of four resources.
  • Length: 4–6 typed, double-spaced pages.
  • Font and font size: Times New Roman, 12-point.

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