BMGT 364 Project 1: Silver Airways Strategic Plan and SWOT Analysis

This report presents a strategic analysis of Silver Airways, focusing on a SWOT analysis to evaluate the company's current state and future prospects. The analysis identifies Silver Airways' strengths, such as its expanded partnerships and unique selling propositions, and weaknesses, including its smaller market share and dependence on airline bookings. Opportunities for growth include focusing on non-stop flights and expanding services. Threats include increasing competition and economic recession. Based on the SWOT analysis, the report outlines strategic goals and objectives for Silver Airways, particularly concerning a potential merger, including providing a safe and enjoyable flight experience, expanding services, and exploring Caribbean operations. The report further details three strategic goals with specific objectives, such as leveraging existing resources, attracting aviation professionals, and improving customer experience through technology and training. The conclusion synthesizes the findings, emphasizing how Silver Airways can leverage its strengths and address its weaknesses to achieve its strategic objectives and gain a competitive advantage in the airline industry.

MANAGEMENT

Contents
Introduction................................................................................................................................3
SWOT analysis...........................................................................................................................3
Goals and Objectives..................................................................................................................4
STRATEGIC GOAL 1...........................................................................................................5
STRATEGIC GOAL 2...........................................................................................................6
STRATEGIC GOAL 3...........................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Introduction
Strategic implementation is a procedure through which strategies and plans come into action
so that they can reach goals. Strategic plan comes up with planned goals, which will get
feedback and approval for merger for Silver Airways. The report come up with planning
procedure as strategic goals for business. Strategic analysis will include SWOT analysis,
which is used to analyse the organisation`s weaknesses, threats, opportunities, and strengths.
Furthermore, the aim main of report is to create strategies so that it achieve objectives and
business goals in long term. Thereafter, the report is based on decision making for Silver
Airways, whether it should merge, or not (Huang et al., 2019). Silver airways is a US
regional airline, which is headquartered in Florida (Silver airways, 2019). On the other hand,
Seaborne airways was founded in 2010 and currently operates nearly 100 scheduled flights.
Currently it maintains fleet size of 27 covering 18 destinations.
SWOT analysis
SWOT analysis is a framework that can enable brands like silver Airways to benchmark the
performance as compared to industry. SWOT analysis is a tool, which identifies strengths,
weaknesses, opportunities, and threats. It is one of the leading brands in airline industry-
Strengths Weaknesses
 Silver airways expanded partnership
with bigger US Airlines.
 The Silver Airways have smaller
market share with brand awareness
while comparing it to large players.
 As unique selling proposition, it is
largest US carrier to Bahamas.
 Airlines is dependent on airlines for
booking.
 The company maintains strong  Customer reviews for this brand is

leadership over 200 flights to nearly 30
destinations.
a bad joke as flights often get delay
(Hemmerdinger, 2019).
 The company robust the operations
with the help of marketing and
promotion activities
 The staff is quite unfriendly (Huang
et al., 2019).
Opportunities Threats
 Silver flights can focus on non-stop
flights for the longer routes.
 The threat is to limit the airline for
one type of plane, which can
reduce service areas (Silver
airways, 2019a).
 The company has new flights for
business executives so that they can
have leisure fliers (Silver airways,
2019).
 Increasing prices and the stiff
competition can lead to
bankruptcy.
 In 2013, Silver airways has won
award for the two times by the
industry.
 Future competition has been
increasing where organisations can
grow with the help of acquisition.
Every company can undertake
higher growth rate, which in return
increases the competition (Silver
airways, 2020).
 Current technology of the company is
quite advanced, which will enable
 Overall business recession has led
the airways to shrink and credit

silver to use the advanced aircraft
(Silver airways, 2019).
risks (Negishi., 2014).
Goals and Objectives
In order to get approval for the merger, the airways will have to set strategic goals to enable
mergers (Negishi., 2014).
1. After merging, the goal of the company is to provide safe, comfortable, and enjoyable
flight experience.
2. Through merging, the airlines can expand their services by favouring strategic
developments, which can enable growth in a sustainable way (Silver airways, 2019).
3. Third goal for Silver airways includes the exploration and expansion of Caribbean
operations after merging (Fadly, 2016).
Currently, seaborne Airlines has been owned and subsidiarily operated by the Silver airways.
Seaborne Airlines was founded in 1992 and has it’s headquarter in Puerto Rico. The company
has fleet size of four with operating destinations of 11 places (Silver airways, 2017).
STRATEGIC GOAL 1
Objectives
By integrating with the other airlines, silver airlines has a promising ongoing strategic plan to
get an opportunity to join excellent team for the aviation professionals (Silver airways, 2017).
As far as the human resource is concerned, the company with whom it wants to merge has
dedicated employees, business partnership, portfolio of markets, which could facilitate the
route expansion of the company by attracting flight destinations (Hemmerdinger, 2019).

In order to achieve both the objectives to be enabled to merge with another company, the
company must represent true value of financial statement so that revaluation of assets can be
done properly (Hemmerdinger, 2019). The company will definitely need highly qualified
auditors to value both the companies and represent them while signing an agreement for
merger. Currently, silver airways is the parent company and seaborne is merged (Silver
airways, 2017). Recently, it has been seen that silver airways have started paying bonuses in
form of salary to pilots, which proves that the company surely focus on employing best
professionals to ensure that there is no delay in flights and a safe journey can be ensured
(Silver airways, 2019).
STRATEGIC GOAL 2
Objectives
After analysing the momentum of growth, it has viewed that it has amazing team members,
which in return continues to upgrade the company for benefit of the passengers, stakeholders,
and employees (Silver Airways, 2019b).
The company look forward to work closely with silver airways, which work harder for the
passengers (Silver airways, 2020).
Seaborne would definitely merge with silver airways because of its professionally trained
employees, which would continuously benefit all the stakeholders. These objectives can be
achieved once Silver airways achieves its mission and vision by availing maximum
comfortable and enjoyable experience by treating the clients with caring services and
appreciation (Silver airways, 2020). Furthermore, it aims to create sustainable and stable
earnings for stakeholders. In order to achieve the pace of growth, the company have
strengthened its team by upgrading its training to the employees especially while treating

customers, so that customer experience and satisfaction can be improved (Silver Airways,
2019b).
STRATEGIC GOAL 3
Objectives
The new series of technology after collaborating with Seaborne airways can be improving
lead to give them greater customer base hence greater profitability (Nazarko et al., 2017).
Other most important objective of the merger is to get greater access to seaborne resources
and expand its market serving to a greater extend to all regions ( Phadermrod, Crowder, &
Wills, 2019).
This strategic goal come up with to increase the profitability and extending its operations
to other nations. Technology is the best way through which the company can reach greater
profitability (Silk, 2018). In 2020, the company has bought first 20 aircrafts by provided
training to the crewmembers at new training centre in Miami, which indicates that it has
made multi-million dollar investment of other full flight simulator for 600 series of
aircraft. It has also changed the interior of flights, where it has configured 46 seats with 2-
2 seating with nearly 32 inch and huge legroom. These new fleets are employed because it
wants to expand its market offering to other places. The company has also improved pilot
handling, LED, LCD and advanced functions with enhanced safety and latest avionic
technology (Silk, 2018).
Conclusion
From the above discussion, kit is seen that with the help of Silver airways, the company has
found whether it can conquer its weaknesses and threats with the help of merger or not. In
addition, seaborne airways is able to get greater benefit through its strengths or not.
Furthermore, there is a strategic goal, which are designed on the basis of why silver Airways

can set its goals and objectives so that it can get approval for merger. The report has set
several goals and objectives, which they will aims to achieve after merging. Furthermore, in
order to achieve these goals and objectives, it is seen that the company has planned three
strategic plans and goals further to evaluate and create a new strategy to gain greater
profitability and advantage other competitors.

References
Fadly, A., (2016). Development and Implementation of E-Business Strategies Managed and
Applied by Kuwait Airways. International Journal of Economics and Finance, 8(9),
pp.41-49.
Hemmerdinger, J., (2019). Silver-Seaborne merger advances on distribution front. Retrieved
from: https://www.flightglobal.com/strategy/silver-seaborne-merger-advances-on-
distribution-front/134094.article
Huang, C., Zhu, J., Liang, Y., Yang, M., Fung, G. P. C., & Luo, J. (2019). An efficient
automatic multiple objectives optimization feature selection strategy for internet text
classification. International Journal of Machine Learning and Cybernetics, 10(5),
1151-1163.
Nazarko, J., Ejdys, J., Halicka, K., Magruk, A., Nazarko, Ł., & Skorek, A. (2017).
Application of enhanced SWOT analysis in the future-oriented public management of
technology. Procedia engineering, 182, 482-490.
Negishi., H, (2014). Strategy and Implementation of Southwest Airlines. Retrieved from:
https://medium.com/@shallalnegishi/strategy-and-implementation-of-southwest-
airlines-4fae3b161366
Silk, R., (2018). Silver Airways integrates most Seaborne Airlines bookings. Retrieved from:
https://www.travelweekly.com/Travel-News/Airline-News/Silver-Airways-integrates-
most-Seaborne-Airlines-bookings
Silver airways, (2017). Press Releases. Retrieved from:
https://www.silverairways.com/about-silver/press-room/article/2017/08/01/silver-
airways-announces-major-strategic-growth-developments-and-new-leadership

Silver airways, (2019a). A Tale of Two Tails. Retrieved from:
https://www.silverairways.com/about-silver/seaborne
Silver Airways, (2019b). Silver Airways Acquires Seaborne Airlines to Create Leading
Independent Airline Serving the Caribbean, Bahamas, Florida, and Beyond. Retrived
from: https://www.businesswire.com/news/home/20180423005900/en/Silver-
Airways-Acquires-Seaborne-Airlines-Create-Leading
Silver Airways, (2020). Mission Statement. Retrieved from:
https://www.silverairways.com/about-silver/mission-statement