Planning

Project 1: Planning
Purpose
The purpose of this project is to introduce you to the planning process and to complete a SWOT analysis to
determine a company’s strengths, weaknesses, opportunities, and threats. Using the information gathered to
complete the SWOT, you will begin to build a Strategic Plan identifying and discussing the company’s goals and
objectives.
Outcome Met by Completing This Assignment
Employ effective planning processes to develop strategies, goals, and objectives to enhance organizational
performance and sustainability.
Instructions and Case Background
Note: Before starting work on Project I, you must read the Project 1 rubric very carefully.
You are requested to complete Project 1 in the role of a recent business degree graduate, newly hired by Silver
Airways. Your manager has requested your assistance in conducting a SWOT analysis and developing the goals
and objectives for a strategic plan. The strategic plan is necessitated by Silver Airways’ CEO requesting an
assessment of the airline’s ability to become a “major U.S. airline” and the subsequent steps it needs to take to make
that happen.
You will use the course materials for Weeks 1 – 3 and your research findings based on Silver Airlines’ links below.
This information will allow you to analyze the current state of Silver Airways to determine its strengths, weaknesses,
opportunities, and threats toward becoming a major US airline.
You will complete a SWOT table identifying the strengths, weaknesses, opportunities, and threats you identified for
Silver Airlines. Based on your SWOT table, you will then develop and explain your goals and their related objectives.
Your manager has informed you of the following facts: Florida-based Silver Airways recently announced its
acquisition of Seaborne Airlines, headquartered in Puerto Rico. Expanding its flight routes within the Caribbean
makes the company the highest volume airline to the Bahamas and the Caribbean. In addition to its Bahamas and
Caribbean flights, Silver Airways serves the southeast and a few northeast states.
Your manager has provided you with the links found below and indicated that route expansion, a new fleet of aircraft,
and the acquisition of Seaborne Airlines should be considerations in your analysis. Of course, the focus of your
analysis is Silver Airways and not Seaborne Airlines.
Your analysis, SWOT table, goals, and objectives must be supported by a logical and well-reasoned evaluation of the
facts ascertained from the course materials and links provided.
Research Links
• Silver Airways
• Seaborne Airlines
• Silver Airways-Seaborne Airways Acquisition
• Silver Airways Announces Major Strategic Growth Developments and New Leadership
You may do additional research related to Silver Airways to enhance your SWOT analysis, SWOT Table, and goals
and objectives.
Note: Your report must be based on the results of your own research. This means that you will research and draw
your own conclusions, which must be supported by your independent research and the course materials. You are
precluded from using any existing SWOT analysis, SWOT Table, and goals and objectives ascertained from anyone
else’s source material (e.g., internet sites, for-pay websites, existing documents, video resources, and the like). A
zero will be earned for not doing your own analysis.
How to Set Up the Paper
Create a Word or Rich Text Format (RTF) document that is double spaced. Use 12-point font. The final product will
be 5-6 pages in length, excluding the title and reference pages. Write clearly and concisely.
Create an APA compliant title page that provides the paper’s title, date, name, course number, section number, and
instructor’s name.
Use all the following centered Bolded and left-justified Bolded headings in the same order they appear in completing
your project.
Introduction
• Write an Introduction paragraph. The introduction paragraph is the first paragraph of the paper and will
describe to the reader the intent of the paper, explaining the main points covered in the paper. This intent
should be understood before reading the remainder of the paper, so the reader knows exactly what is being
covered in the paper. The introduction is often written after the paper is completed. (Use in-text citations as
required.)
SWOT Table
• Using the research from the websites provided and any additional research, complete a SWOT Table for
Silver Airways using the format below.
• Provide a minimum of three strengths, three weaknesses, three opportunities, and three threats. See the
grading rubric for specifics and further guidance.
• Provide an in-text citation for each item presented in the SWOT Table.
Strengths Weaknesses
Opportunities Threats
SWOT Analysis: Silver Airways
SWOT Analysis: Silver Airways
Write a paragraph explanation for each quadrant (Strengths, Weaknesses, Opportunities, Threats) on the SWOT
Table that explains each item in each quadrant (Strengths, Weaknesses, Opportunities, Threats). Support your
reasoning. Remember, there must be a minimum of three items in each quadrant. Be certain to label each of the
paragraphs Strengths, Weaknesses, Opportunities, or Threats and make it clear to the reader which item within each
of those headings is being discussed. (Use headings below and in-text citations as required.)
Strengths Explanations Paragraph
Weaknesses Explanations Paragraph
Opportunities Explanations Paragraph
Threats Explanations Paragraph
Goals and Objectives
Goals, Objectives, Strategies, Tactics (Review the material in the link before completing the following
section!)
• You will now begin to build the framework for the Strategic Plan to be developed. Identify and explain three
(3) major strategic goals that the company should attain based on its acquisition of Seaborne Airlines. Each
strategic goal will be one sentence, followed by an explanation of the importance of each goal. (Use in-text
citations as required.)
• For each strategic goal, provide at least two one-sentence objectives to support each strategic goal. The
relationship of each objective to its strategic goal must be demonstrated. (Use in-text citation as required.)
The assignment rubric displays how the assignment is graded and how to earn additional credit for various paper
sections.
Make sure to use the research and course materials to support your analysis.
STUDENTS: The format and framework for your goals and objectives must be as follows:
STRATEGIC GOAL 1: Must be written as a one-sentence goal. The goal must be followed by a brief explanation of
the goal’s significance. (Use in-text citations and references as appropriate.)
Objective 1: Must be written as a one-sentence objective. The objective must be followed by a brief explanation of
support for that objective as it relates to its goal. (Use in-text citations and references as appropriate.)
Objective 2: Must be written as a one-sentence objective. The objective must be followed by a brief explanation of
support for that objective as it relates to its goal. (Use in-text citations and references as appropriate.)
STRATEGIC GOAL 2: Must be written as a one-sentence goal. The goal must be followed by a brief explanation of
the significance of that goal. (Use in-text citations and references as appropriate.)
Objective 1: Must be written as a one-sentence objective. The objective must be followed by a brief explanation of
support for that objective as it relates to its goal. (Use in-text citations and references as appropriate.)
Objective 2: Must be written as a one-sentence objective. The objective must be followed by a brief explanation of
support for that objective as it relates to its goal. (Use in-text citations and references as appropriate.)
STRATEGIC GOAL 3: Must be written as a one-sentence goal. The goal must be followed by a very brief
explanation of the significance of that goal. (Use in-text citations and references as appropriate.)
Objective 1: Must be written as a one-sentence objective. The objective must be followed by a brief explanation of
support for that objective as it relates to its goal. (Use in-text citations and references as appropriate.)
Objective 2: Must be written as a one-sentence objective. The objective must be followed by a brief explanation of
support for that objective, as it relates to its goal. (Use in-text citations and references as appropriate.)
Conclusion
Create a concluding paragraph. The conclusion paragraph highlights the major findings covered in the paper.
References
Use the checklist below to ensure your paper’s compliance with assignment instructions.
Use the checklist below to ensure your paper’s compliance with assignment instructions.
Checklist Specific Project Requirements
Proofread your paper. Ensure your topic headings and format follow the above sequence.
Read and use the grading rubric while completing the paper to ensure all requirements are met to lead
to the highest possible grade.
Third-person writing is required. Third person means that there are no words such as “I, me, my, we,
or us” (first-person writing), nor is there use of “you or your” (the second person writing). If uncertain
how to write in the third person, view this
link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person.
Contractions are not used in business writing, so do not use them.
Paraphrase and do not use direct quotations. Paraphrase means you do not use more than four
consecutive words from a source document. Removing quotation marks and citing is inappropriate.
Instead, put a passage from a source document into your own words and attribute the passage to the
source document. There should be no passages with quotation marks. Using more than four
consecutive words from a source document would require direct quotation marks. Changing words
from a passage does not exclude the passage from having quotation marks.
You are expected to use the research and weekly course materials to develop the analysis and
support the reasoning. There should be a robust use of the course material. The material used from a
source document must be cited and referenced. A reference within a reference list cannot exist without
an associated in-text citation and vice versa. Changing words from a passage does not exclude the
passage from having quotation marks.
Use in-text citations and provide a reference list that contains the reference associated with each intext citation.
You may not use books in completing this problem set unless they are part of the course material.
Also, do not use a dictionary, Wikipedia or Investopedia, or similar sources.
Provide the page or paragraph number in every in-text citation. Since the eBook does not have page
numbers, you must include the chapter title, section heading, and paragraph number.
For citations using a video, you must provide the minutes and second of the cited material.
Criteria Equivalent to an A Equivalent to a B Equivalent to a C Equivalent to a D Equivalent to an F
Introduction 3 points
Writes an introduction that
captures the reader’s
attention, gives context to the
paper, and builds to
the thesis (in the last
sentence of the introduction)
that defines all the main
points to be discussed in the
paper.
2.55 points
Writes an introduction that
provides a general context to
the paper, has a thesis
statement and somewhat
discusses main topics, but is
vague or does not cover all
main topics.
2.25 points
Writes an introduction that
provides context to the paper
and presents main topics
covered in the paper, but this
information is not presented
in a thesis statement but
throughout the first
paragraph.
1.95 points
Attempts to write an
introduction but has little to
no context to the paper; the
thesis is missing main points,
or no thesis statement
provided.
0 points
No attempt to write an
introduction.
SWOT Table 15 points
Correctly identifies 5 or more
strengths, weaknesses,
opportunities, and threats,
from the research and
course materials that fit the
company. Those SWOT
items that do not fit the
category are not counted. If
one or more categories has
fewer items than the noted
count, then grade is in the
category to the right.
12.75 points
Correctly identifies 4
strengths, 4 weaknesses, 4
opportunities, and 4 threats
from course materials and
research that fit the
company. Those items that
do not fit the category are not
counted. If one or more
categories has fewer items
than the noted count, then
grade is in the category to
the right.
11.25 points
Correctly identifies 3
strengths, 3 weaknesses, 3
opportunities, and 3 threats
from the course materials
and research that fit the
company. Those items that
do not fit the category are not
counted. If one or more
categories has fewer items
than the noted count, then
grade is in the category to
the right.
9.75 points
Correctly identifies 2
strengths, weaknesses,
opportunities, and threats
using research or course
materials. Those items that
do not fit the category are not
counted. If one or more
categories has fewer items
than the noted count, then
grade is in the category to
the right.
0 points
Provides less than two
strengths, weaknesses,
opportunities, and threats or
makes little attempt at
creating the SWOT table.
SWOT Analysis – Paragraph
per element.
18 points
Analysis demonstrates
thorough understanding of all
components of a SWOT
analysis with thorough
explanation of table elements
and includes complete
analysis of all four quadrants
supported with the course
materials and research.
15.3 points
Analysis demonstrates
understanding of
components of a SWOT
analysis explanation of table
elements and includes
analysis of all four quadrants
supported using course
materials and research; but
needs some development.
13.5 points
Analysis is provided that
demonstrates some
understanding of a SWOT
analysis and includes some
analysis of the elements
included in the four
quadrants supported using
some course materials and
research. Significant
development is needed, or
several omissions or errors
noted.
11.7 points
Attempts to present an
analysis demonstrating some
understanding; limited
explanations of table
elements; seldom uses
course materials or research;
Major development needed.
0 points
Little to no attempt at
presenting a SWOT analysis.
Goals Identify and explain
three (3) major goals that the
company should look to
attain, with explanations as
to the importance of each
goal and why the goals are
relevant to the company’s
strategy.
15 points
Thoroughly and correctly
identifies and discusses
three (3) major goals that the
company should look to
attain, with explanations as
to the importance of each
goal and why the goals are
relevant to the company’s
strategy, supported with the
course materials and
research.
12.75 points
Identifies and discusses
three (3) major goals that the
company should look to
attain, with explanations as
to the importance of each
goal and why the goals are
relevant to the company’s
strategy, supported with the
course material and
research; some development
needed or 1 goal incorrectly
presented.
11.25 points
Identifies and discusses
three (3) major goals that the
company should look to
attain, with explanations as
to the importance of each
goal and why the goals are
relevant to the company’s
strategy, supported with the
course materials and
research; significant
development needed, or 2
goals incorrectly presented.
9.75 points
Attempts to identify and
discuss goals the company
should look to attain; little to
no explanation for each goal
and why the goals are
relevant to the company’s
strategy, supported with little
or no course material or
research; major development
needed, or 3 goals
incorrectly presented.
0 points
Little to no attempt to identify
the major goals that the
company should look to
attain. What is presented are
not goals.
Number of Objectives 6 points
Correctly identifies a
minimum of 4 specific
objectives per goal.
5.1 points
Correctly identifies a
minimum of 3 specific
objectives per goal.
4.5 points
Correctly identifies a
minimum of 2 specific
objectives per goal.
3.9 points
Identifies a minimum of 1
specific objective per goal;
may attempt more, but they
are incorrect.
0 points
Fails to present specific
objectives. What is presented
are not objectives.
Objectives 15 points
Explanations of why the
objectives fit the goal are
thorough and correctly
supported with research.
12.75 points
Explanations of why the
objectives fit the goal that are
supported with research;
needs some development.
11.25 points
Explanations of why the
objectives fit the goal that are
supported with research;
needs significant
development.
9.75 points
Explanations of why the
objectives fit the goal are not
supported with the research
or shows little evidence of
reasoning; needs major
development.
0 points
Does not present
explanations for objectives or
what is presented is incorrect
or mostly incorrect.
Conclusion 3 points
In a clear and concise
manner, comprehensively
concludes the paper by
restating/ summarizing the
main findings covered in the
paper and reflects on the
importance of the arguments
made.
2.55 points
In a clear way concludes the
paper by restating/
summarizing the main
findings; some development
is needed.
2.25 points
Concludes the paper by
somewhat restating/
summarizing the argument.
Attempts to bring in some
explanation or general idea
of the main findings of the
paper but needs significant
development.
1.95 points
Presents a conclusion but
may be irrelevant to the main
findings of the paper; OR
does not discuss the main
findings of the paper.
0 points
Fails to present restatement/
summarization of argument.
Attention to Instructions 10 points
The paper contains all major
assignment tasks. The paper
also includes completion
of all required elements
(Word or rtf file, third person
writing, paraphrasing, no
more than four consecutive
words from source, no
contractions, page/paragraph
numbers/Chapter Titles).
8.5 points
The paper contains all major
assignment tasks. The paper
missed one minor element
(Word or rtf file, third person
writing, paraphrasing, no
more than four consecutive
words from source, no
contractions,
page/paragraph/numbers/Ch
apter Titles).
7.5 points
One major assignment task
or two minor elements of the
assignment missed.
6.5 points
Two major assignment tasks
and/or three minor elements
of the assignments missed.
0 points
Three or more major
assignment tasks missed;
OR four or more minor
elements missed.
Writing Mechanics 10 points
Strictly adheres to standard
usage rules of written
English using paragraphs
and sentence rather than
bullets, including but not
limited to capitalization,
punctuation, run-on
sentences, missing or extra
words, stylistic errors,
spelling and grammatical
errors. No jargon used. Few
writing errors noted.
8.5 points
Excellently adheres to
standard usage of
mechanics: conventions of
written English, including
capitalization, punctuation,
and spelling. One – three
errors noted.
7.5 points
Satisfactorily adheres to
standard usage rules of
mechanics: conventions of
English, including
capitalization, punctuation,
and spelling. Four to seven
errors noted.
6.5 points
Minimally adheres to
standard usage rules of
mechanics: conventions of
written English, including
capitalization, punctuation,
and spelling. More than 7
errors found.
0 points
Does not adhere to standard
usage rules of mechanics:
conventions of written
English largely
incomprehensible, or errors
are too plentiful to count.
APA Style (7th ed.) 5 points
Excellent use of APA style;
few usage errors; Proper
citation of source material is
used throughout paper;
Reference titles follow APA
style with few minor errors.
4.25 points
Uses in-text citations and
reference list, but 1 – 2 APA
style errors noted or fails to
use APA citations when
appropriate 1-2 times.
3.75 points
Uses in-text citations and
reference lists, but 3 – 4 APA
style errors noted or fails to
use APA citations when
appropriate 3 – 4 times.
3.25 points
Attempts in-text citations and
reference lists, but 5 – 6
times style errors noted or
fails to use APA citations
when appropriate 5-6 times.
Seldom uses APA.
0 points
No attempt at APA style; or
attempts either in-text
citations or reference list but
omits the other.