Silver Airways

Silver Airways

Introduction

Silver Airways is a US local airline with its headquarters located in Florida State besides Fort Lauderdale. Silver Airways operates from hubs at different airports such as Hollywood Airport, Washington Airport, Tampa International Airport, and Orlando Airport. The airline is an associate member of the Star Alliance, and it flies to several local terminuses in Southern Carolina, Western Virginia, Florida State, and Pennsylvania. Silver Airways is one of the most significant United States carriers in the Bahamas, where it flies to seven distinct terminuses. However, the Silver Airways Company has several strengths, weaknesses, opportunities, and threats. The company must also attain specific goals and objectives based on its acquisition of Seaborne Airlines to become a major US airline. The paper discusses the SWOT Analysis, goals, and objectives of Silver Airways.

SWOT Table

SWOT Analysis: Silver Airways

Silver Airways has several strengths that can become one of the United States’ largest airlines. In 2017, Silver Airline pronounced a remarkable agreement by signing a document of commitment to recommence and enlarge its fleet up to fifty new ATR-600 sequence airplanes. Also, the consensus provides the airline with a golden opportunity to climb to the more significant series of ATR-72-600S. In conjunction with the upgraded fleet’s pronouncement, Silver Airways has named Mr. Rossum as its new CEO to replace Mr. Teittinen, who departed the airline for personal reasons. Mr. Rossum has a track record of heading enhanced operative and financial performance at locally determined airlines. The acquisition of Seaborne Airlines in 2018 will provide a robust connection throughout the entire Caribbean countries. Seaborne’s knowledgeable and devoted workers and business corporations could help in expediting Silver’s path network extension into numerous attractive flight terminuses.

Consequently, Silver Airlines has specific weaknesses that might prevent it from becoming one of the biggest airlines. Silver Airways only has numerous in-state routes in Florida. The airline can only fly out of Florida, Alabama, Massachusetts, and a single city away from Maine. The limited destinations possess a significant challenge to the airline in its quest to reach as many destinations as possible. Silver Airways depends on other airlines for bookings, such as Alaska and America Airlines. Silver Airlines have partnered with the two airlines to ease connection flights to their network. Also, Silver Airways is a codeshare partner with JetBlue and United Airlines. Therefore, Silver generates business relationships centered on current associations. The airline can, therefore, not stand on its own and perform its operations. Dependency may result in slackness for aircraft flights, thus delaying passengers’ quests to reach their destinations in good time.

Nevertheless, Silver has opportunities that, if utilized, can improve its performance. For instance, Silver intends to supplement its scheduled customer airline services in the Southern US and the Bahamas. The company wants to become one of the US Department of Transportation’s leading Essential Air Service providers by collaborating with groups and commercial partners to raise and advance airline services in EAS markets.  Silver focuses on introducing non-stop flights for longer courses. According to Fort Lauderdale, Silver Airways is introducing novel non-stop flights between at least three Florida State pathways, the southern part of Carolina, and Charleston. In addition to the non-stop airline services between Florida and Charleston’s pathways, the new courses will be essential in the provision of desirable links to Silver’s broad linkage throughout the Bahamas, the Caribbean region, and the Sunshine State. Acquisition of the Seaborne Airline is a golden opportunity for Silver Airways to have new trips to business and vacation fliers with the Seaborne. Since Seaborne Airline covers a large magnitude through to the Caribbean regions, Silver Company will have an opportunity to increase its revenues by providing Caribbean air services out of Florida.

Despite the strengths, weaknesses, and opportunities, Silver Company has specific threats that might hinder its operation and strategic plan.  For instance, Silver Airways has only two sites in the farthest northeastern part of the US, which can only be accessed during the summer. The two locations, Bahamas and Florida, can only be accessed during summer seasons. Therefore, the passengers may be inconvenienced if they want to travel during other seasons, such as winter and autumn. Despite a partnership with other airlines, it may not be able to compete favorably with its core competitors such as Cape Air, Sun Country, AWAC, and Frontier Airlines. Also, the company’s inability to operate on its own is a significant threat to the realization of its vision of becoming the most significant US airline. Dependency means that Silver Company cannot make personal decisions until it inquires from its core partners, such as Alaska and United Airlines.

Goals and Objectives

Strategic Goal 1: Expanding Silver Airlines

Since Silver Airways has a long term desire to become the best airline, it must expand its operations to cover as many places as possible.

Objective 1: To serve numerous markets with goods in the United States and globally.

When the airline operation and routes are expanded, it will reach many markets within the United States and other nations in the world. With the acquisition of Seaborne Airlines covering the entire Caribbean region, Silver Airways is, therefore, in an excellent position to carry cargo to the Caribbean markets. Businesses in the US will highly thrive due to the inter-nation flights that will be enhanced by Seaborne Airlines. Therefore, the Seaborne is a roadmap that will guide Silver Company to success.

Objective 2: To attract as many customers as possible

Growing Silver Airways will be an excellent opportunity for the company to reach many customers. With the help of Seaborne Airlines, Silver will have an opportunity to land in the Caribbean countries, thus attracting the attention of passengers who will be seeing it for the first time. Therefore, customers will be interested in boarding the aircraft to enjoy a new experience. Furthermore, it is worth noting that a strategy defines how a company will be able to achieve its long term success.

Strategic Goal 2: Upgrading Customer Website

Scaling the functionality of the customer website is a critical factor that must be attained by Silver Company to win customer trust and maintain the relationship.

Objective 1: To be able to lessen customer booking criteria

Upgrading passenger website will provide customers with an easy time to book for flights online. Customers will not have to cue at the booking offices for long durations to attain services. With the acquisition of Seaborne Airlines, it is clear that Silver Airways will be having many customers subscribing to their services. Therefore, an upgraded website will ease the tension that might occur during booking hours.

Objective 2: To protect customer privacy

Improving the Cookie Privacy Policy will be essential in protecting customer information not to reach the public, such as name, phone number, and email address. The three are essential and can be assessed by intruders if the website system is not upgraded. Moreover, upgrading the website will be a way of gaining a competitive advantage, which is critical in ensuring that business thrives.

Strategic Goal 3: Improving Flight Experience

The experiences that passengers have in a given aircraft impacts their consistent use of that particular aircraft. It is worth noting that a company needs something that will draw customers’ attention to their products or services over and above their competitors. Customers are one of the greatest strengths that a company may have.

Objective 1: To provide an enjoyable and comfortable flight experience

The novel ATR-600 series has a unique design with thin seats that provides maximum comfort to customers. Also, configuring the Silver’s ATR fleet with more than forty seats and a 32-inch area will provide more legroom than other main airplanes, thus improving passenger comfortability.

Objective 2: To provide safety and reliable flight experience

Having a safety and reliable flight is very vital in maintaining passengers. Passengers will love having a flight experience in an aircraft that has safety measures in place. The new ATR-600 series has the latest cockpit machinery with improved functions that enhance passenger and pilot safety. The fitting of standard safety belts and parachutes is critical for Silver Airways, especially now that it can cover several locations with the acquisition of Seaborne Airlines.

Conclusion

In summary, it is worth noting that the acquisition of Seaborne Airlines will significantly help Silver Company in achieving its long term goal. The airline route of operation will be expanded to the Caribbean region and other locations, thus serving numerous markets. Also, the fleet upgrading will change the company’s operations and help in attaining a competitive advantage. Utilizing the SWOT table’s listed opportunities will enable the company to compete favorably and expand even more to other places in the world. However, the company must deal with the threats and weaknesses accordingly to enjoy the acquisition of Seaborne Airlines. Therefore, the Silver Company’s strategic management will help it define how it will attain its long-term success, create and maintain its competitive advantage.

References