Silver Airways: SWOT Analysis, Goals and Objectives - BMGT 364 Project

This project presents a comprehensive SWOT analysis of Silver Airways, examining the airline's strategic position following its acquisition of Seaborne Airlines. The analysis identifies Silver Airways' strengths, such as its expansion in the Caribbean market and niche market focus, along with weaknesses like government regulations and limitations in manpower. Opportunities include potential market capital injection and consolidation in the Cuban air travel market, while threats involve changing government policies and competition from established carriers. The project then outlines strategic goals and objectives, including expanding service territories, improving consumer perception, and providing faster flight services through fleet upgrades. The conclusion emphasizes Silver Airways' unique sales strategy and the benefits of the Seaborne acquisition, highlighting the airline's potential for growth and market dominance in the Caribbean region. The project uses a SWOT table, in-text citations, and detailed explanations of each quadrant of the SWOT analysis to provide a thorough understanding of the airline's strategic positioning.

Project 1: Planning and the SWOT Analysis
(Your Name)
BMGT 364 (section number)
(Instructor’s Name)

Introduction
Silver airways have recently announced that they are going to purchase Seaborne Airlines, whose
headquarters are in Puerto Rico. This report will identify that expansion of the flight routes
across the Caribbean will make the company become the highest volume airline. This is the
primary motive of this acquisition strategy of Silver Airways. As an assist to the manager of
Silver Airways, the researcher would undertake the strategy of analyzing the unique business
value propositions of Silver Airlines to propos business objectives for the organization.
SWOT Table
Strengths Weaknesses
Since 2013 when the organisation was
purchased by investment firm victory Park of
Chicago, silver Airlines started their upstream
journey. The biggest sprint of the tradition is
that in spite of maintaining a small fleet after
Blue Cross, they have stopped flying on
behalf of the larger carriers, and launched
their own airplanes (Russell, 2017). The
organization has been able to deliver value
their own target market segment by
emphasizing on the underside markets of
southeastern United States, Florida and very
Silver Airlines has expanded their flight
routes connecting the Caribbean areas which
makes them apparently the highest volume
airlines among the organizations connecting
places like Bahamas as well as Caribbean
from the Florida region (Stoller, 2019).
Nevertheless the recent decisions undertaken
by the U.S. government is a primary reason of
body for the organization (Whitefield, 2017).

recently to the Caribbean (Russell, 2017).
Silver Airlines is developing definition by
seeking new niche markets. One of the
primary success points of the organisation is
that they were able to launch new business
routes like the Tallahassee-orlando route or
the Tampa-key West as well as the pensacola
Tampa routes (Silverairways.com, 2019).
Their weakness will be evident since the
government has not decided which airline
agency will serve the Havana region.
The smallest sized aircrafts of silver Airlines
is one of the primary points of sale in their
success strategy. This strategy helped them to
achieve point of sales in Florida, Cuba and
other new niche markets. According to two
silver Airlines, they have the advantage of
maintenance aircrafts having fewer seats to
fill. For evidence Jetblue uses their 162 seat
capacity Airbus A 320 S. Which aircraft is
used for flying daily from Fort lauderdale to
Camaguey.
On top of that, the rate of acquisition of
market share will always remain low in initial
years of service. This is because the US
government doesn’t permit larger tourist
groups or large number of tourists at a time to
visit the Caribbean Islands (Russell, 2017).
Therefore it is uncertain whether silver
Airlines will meet and overwhelming demand
in the initial years of their service.
In the same way Southwest Airlines also uses
their 143 seat Boeing aircraft. However, any
passengers trying to establish connections in
Fort lauderdalewill have to aircraft only and
which will endure higher airfare.
Although the CEO of silver Airlines is
emphasising on the fact that they are trying to
do things which are making economic sense
considering the current environment, they
have still not been able to establish their

unique service in the heaven region where the
demand is is most probably going to be the
highest. The lack of Manpower and
foundation strength is what hindering the
government from giving permission to Silver
Airlines to connect Havana from the areas
like West Palm Beach, key West, Jacksonville
as well as Fort Myers.
Opportunities Threats
Although silver Airlines do not have any
massive growth plan for the foreseeable
future, the decision of merger with bigger
Airlines, undertaken by victory will help in
injecting More market capital which will
enable each to raise their brand awareness.
Stakeholder groups like government which
have impacted the expansion strategy of the
organisation in many ways will start believing
in the infrastructure strength of the
organisation.
The air travel business in Cuba is not
consolidated and faces continuous tabulations
emphasizing on the ever changing
government regulations (Silverairways.com,
2019). Although the government permitted
silver Airlines to fly their airplanes in the
Florida Cuba region, they were not able to
extend their service to the Havana region and
the interior smaller Cuban markets which they
were actually intending to target with their
small 60 passenger capacity flights.
The organisation might require more
turboprops as well as smaller regional Jet
As an account of this, silver Airways would
probably suspend their service. The smaller

aircraft. Currently e silver Airlines is making
the strategy of using smaller aircrafts which
are probably used before. This will help them
in reducing operating cost. The evening
strategy of expanding the area of service
without making much higher expense on
other appropriations of flight service
including purchase of new flight for hiring of
new maintenance members for flights, silver
Airlines is determined to exchange their
service deeper areas of Caribbean and with
further more flights they will be able to
ultimately connect their hubs in Florida
region.
The consciousness of the expansion strategy
is the unique point of business proposition for
Silver Airlines. They have targeted at
different share in the market. Yet, silver
Airlines is trying to establish their service
Monopoly over the tubal, Florida and affect
the entire Caribbean region with short haul
flight customers (Silverairways.com, 2019).
budget and economic flight fare does not
allow them to earn high-end annual revenue.
In this context former another airline known The biggest threat to the organisation is that

as independent Airlines who started their
unique journey from 2004 after their loss of
contract with United Express can be
highlighted here. Their business was folded
down within 2 years of market entry since
their service quality could not compete with
the established carriers (Silverairways.com,
2019). Nevertheless, you should also
remember that other two things are there
which silver Airlines should remember.
Currently there inefficient to handle larger
aircraft. Market strength does not allowed to
occupy market territories of established air
ferrying organisations like Southwest
Airlines.
they are planning to stop serving 9 of the most
important Cuban cities that stand out in the
vicinity of Havana.
Most importantly, Whitefield, M. (2017)
informs that the US department of
transportation had provided the authority for
regular flight scheduling from the USA to
Cuba communicating through these regions.
Goals and Objectives
STRATEGIC GOAL 1
Silver Airlines had already decided that they are going to expand the territory of their service by
keeping their operating cost almost the same. This is possible by running used flights. The profit

sharing economic strategy of silver Airlines is the unique proposition of there partnership with
Seaborne Airlines. Both organisations would be able to to serve the extended customer base of
the Caribbean region without enhancing their individual operating cost (Stoller, 2019). The brand
awareness of the organisation would increase after this merger because their service capacity will
be evaluated as 1 individual brand only.
STRATEGIC GOAL 2
The second objective is to develop the consumer perception regarding Silver Airways flights.
The brand proposition had been affected by the poor in room service of flight attendants.
Customers had complaint about improper checking protocol at the airports, alarm with lack of
proper service as the two major concerns for the organisation. Incorporating the flights of C1
Airlines into their service category, the organisation is trying to change the taste of the customers
so that they can observe developments and newness in the service quality of the organisation.
STRATEGIC GOAL 3
The third objective is to provide faster flight service to customers by the inclusion of the
50newATS 600 series aircrafts. It would not have been possible for Silver Airlines sanction this
big budget purchase without the incorporation of the stock capital from seaborne Airlines.
Hence, the emphasis is on providing faster service to the customers seeking for Regional fleets
(Whitefield, 2017). This would help them to differentiate their quality of service from other
regional market players associated with United Express.

Conclusion
The organization is adopting an unique sales strategy by means of which they are going to serve
the smaller and intended group of customers. Nevertheless, the acquisition of seaborne
will add on to their fleet strength as well as financial strength also.

References
Russell, E. (2017). ATR propels itself back into US market: European manufacturer ends two-
decade sales hiatus, as Silver Airways makes commitment for up to 50 turboprops. Flight
International.
Silverairways.com, (2019). Silver Airways Announces Major Strategic Growth Developments
and New Leadership. Press Release. Retrieved on 6th September 2019. Retrieved from
https://www.silverairways.com/about-silver/press-room/article/2017/08/01/silver-
airways-announces-major-strategic-growth-developments-and-new-leadership
Stoller, M. (2019). Newly Transformed and Customer Focused Silver Airways Makes History
with First New ATR-600 Series Flight in United States. First time ATR-600 operated by
U.S. carrier and first time a U.S. independent regional flying airline has taken delivery of
a new aircraft in many decades. Businesswire Online. Retrieved on 6th September 2019.
Retrieved from https://www.businesswire.com/news/home/20190422005435/en/Newly-
Transformed-Customer-Focused-Silver-Airways-History
Whitefield, M. (2017). Weak demand prompts two U.S. airlines to cancel Cuba service. The
Miami herald. (Online). Retrieved on 6th September 2019. Retrieved from
https://www.miamiherald.com/news/business/article138231698.html