Management Project: Silver Airways SWOT Analysis and Planning

This project presents a comprehensive analysis of Silver Airways, focusing on its strategic position within the aviation market, particularly in the Caribbean and Bahamas regions. The assignment begins with an introduction highlighting Silver Airways' expansion through the acquisition of Seaborne Airlines and the opportunities this presents. The core of the project is a detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of Silver Airways. The strengths include its experience, established routes, and partnerships with major airlines. Weaknesses identified include brand recognition and its concentrated route network. Opportunities encompass customer base expansion and fleet upgrades. Threats include natural disasters and pandemics. Following the SWOT analysis, the project outlines three strategic goals: developing new markets, focusing on customer satisfaction, and increasing profits through new aircraft and improved services. The report concludes with a summary of the findings and provides references. This project demonstrates the application of management principles in strategic planning within the airline industry.

Running head: MANAGEMENT
Project 1: Planning and the SWOT Analysis
(Name of the student)
BMGT 364 (section number)
(Name of the instructor)
Author Note:

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Table of Contents
Introduction................................................................................................................................3
SWOT Table..............................................................................................................................3
SWOT Analysis.........................................................................................................................4
Goals and Objectives..................................................................................................................5
Strategic Goal 1......................................................................................................................5
Strategic Goal 2......................................................................................................................5
Strategic Goal 3......................................................................................................................6
Conclusion..................................................................................................................................6
References and Bibliography.....................................................................................................7

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Introduction
The Caribbean islands of North Atlantic Ocean is quite famous to tourists across the
globe. The natural atmosphere and the great landscape of these islands attracts more than 25
million visitors all around the year. The large number of visitors thus acts as the main source
of economy and has a large percentage share of the GDP of this island countries. This
particular report however, does not deal in the economic aspects of this region but has dealt
with the strategic decisions that will be taken by the management of Silver Airways in the
recent future to gain a stronghold in the aviation market. The ordering of new ATR planes
can open up a door of opportunities that can be beneficial for the company. On one side
Silver Airways can have a direct link to the North-eastern part of the United States while
Seaborne Airlines its subsidiary can use the present network and introduce seaborne flights to
the different islands of the Caribbean countries. These business exchange can be a source of
great business opportunity and will surely be one of the additional initiatives to boost the
growing tourism sector in these part of the world. The report has thus presented a SWOT
Analysis of the current condition of the airline companies and has also identified the different
kinds of the goals of the company. A total of three different strategic goals has been
identified and described here. The conclusion has figured out an overall description of the
report which has made it more compact and transparent in nature.
SWOT Table
STRENGTHS OPPORTUNITIES
 Being the first commercial airline of
Florida, the company enjoys the most
number of routes especially to the
Caribbean and Bahamas islands.
 The maintenance of a steady and healthy
 An expansion in the base of the customers is
a major opportunity for Silver Airways to
gain success
 The buying of 20 ATR-42-600 and ability to
upgrade to larger series of ATR-72-600 is

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seaplane fleet is an example of their
growing dominance in the major areas of
aviation success.
 Partnerships with large scale airlines like
Delta, United can help the customers to
smoothly avail these airlines to travel to
other uncovered destinations
(flightglobal.com, 2020)
an additional opportunity
 Start of new sea based aircraft services in
the Caribbean islands is also a major
opportunity for the company
(seaborneairlines.com 2020)
WEAKNESSESS THREATS
 Silver Airways is not such a popular brand
and often is unrecognized by travellers
 The concentration of the carrier only on the
South Eastern and North Eastern side of
USA is certainly a major weakness for the
company
 Private funding is a major issue for the
company
(silverairways.com 2020)
 The increase in hurricanes, tropical cyclones
can be a major threat for the airline
company
 Pandemic threats like Covid-19 disease can
be a major threat to the business of the
airlines
 Major security issues in operating seaborne
aircrafts
(https://www.sun-sentinel.com,
2020)
SWOT Analysis
The analysis of the SWOT table has been presented below;
a. Strengths- The very first strength of the company is its experience that it has gathered
from staying in the market. Being the first airline to start commercial operations from
Florida, the company has really tested the sands of time. Secondly, the presence of the
seaplane fleet shows their growing dominance in this particular field whereas, the
presence of partnerships with other large airlines like Delta, United and many more as

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such can be helpful to provide the customers connective flight services. The addition
of new Boeing long distance wide bodied aircrafts further intensifies its position in
the market.
b. Weaknesses- Though Silver Airways has been in the aviation market for a long
amount of time, the absence of proper recognition among the travellers does not suit
the reputation of the company. Another major weakness is the spread of the aviation
network of the company across the South Eastern and the North Eastern part of the
country. The absence of the service in other parts of USA is a major weakness for the
company. Lastly, the private funding of Silver Airways reduces the bonds or shares of
the market and thus also reduces the number of potential investors. Private funding is
not reliable all the time as there have been major cases where airline funding through
private channels have turned out to be bankrupt and financially problematic in nature.
c. Opportunities- The expansion in the base of the customers and the decision to buy 20
ATR-42-600 is surely a great opportunity for the company. The company also has the
ability to upgrade to larger series of ATR-72-600 in the future. The addition of new
Boeing long distance wide bodied aircrafts further intensifies its position in the
market.
d. Threats- The major threats includes the likes of the threats from natural calamities,
threats from pandemics like Covid-19 disease. Natural calamities like hurricanes are
normal at this part of the globe and thus the company must use the necessary
strategies to deal with such issues. The pandemics like COVID-19 disease can have a
negative impact on the economic aspect of the airlines, the low ticket sales due to
tourist ban in different states is the major reason. On the other hand, the presence of a
solid infrastructure to operate sea planes across the different Caribbean islands is also
a major threat.

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Goals and Objectives
Strategic Goal 1
Development of new markets in other parts of United States of America within the coming
years.
The strategic goal can be archived through the start of new business operations across
other parts of USA and the Caribbean and the Bahamas islands.
Strategic Goal 2
Focus on Customers
The customer focus of the company can be attained through;
a. Improvement in the quality of the business operations
b. Improvement in Aircrafts
c. Use of major business strategies
Strategic Goal 3
Increasing profit through introduction of new aircrafts and improving services
The profit margin of Silver Airways can be increased through a number of different
ways. This include the likes of;
a. Reduction in the operating cost of the planes by means of operating new and
improved aircrafts
b. Increase in the profit margin through the formulation of a long term sustainability
plan
c. Allowing the storage of a part of the revenue to reinvest in business growth

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Conclusion
The report above has presented a clear and transparent picture of current state of
Silver Airways. The example of Silver Airways has presented a great picture on the ways that
have been decided to be adopted to gain a significant ground on new aviation markets of
USA. The merger of the company with Seaborne Airlines and the opportunities that are thus
opened up shows the economic aspects of the deal.

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References and Bibliography
Hemmerdinger, J. (2020). Silver-Seaborne merger advances on distribution front. Retrieved
13 March 2020, from https://www.flightglobal.com/strategy/silver-seaborne-merger-
advances-on-distribution-front/134094.article
SILVER | SEABORNE - Seaborne Airlines. (2020). Retrieved 13 March 2020, from
https://www.seaborneairlines.com/
Silver Airways & Seaborne Airlines. (2020). Retrieved 13 March 2020, from
https://www.silverairways.com/about-silver/seaborne
Silver Airways Announces Major Strategic Growth Developments and New Leadership.
(2020). Retrieved 13 March 2020, from
https://www.silverairways.com/about-silver/press-room/article/2017/08/01/silver-
airways-announces-major-strategic-growth-developments-and-new-leadership
Size, F., Size, F., & WIRE, B. (2020). Newly Transformed and Customer Focused Silver
Airways Makes History with First New ATR-600 Series Flight in United States.
Retrieved 13 March 2020, from
https://www.businesswire.com/news/home/20190422005435/en/Newly-Transformed-
Customer-Focused-Silver-Airways-History
Sun Sentinel (2020). Retrieved 13 March 2020, from
https://www.sun-sentinel.com/business/fl-bz-silver-airways-major-growth-plans-
20170801-story.html