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But, just as important as these three are, the greatest problem for business is threats – competition; regulation, compliance, etc.The best way of thinking about constraints and opportunities is to realise that good businesses will seek to turn constraint into opportunities, while at the same time building on existing opportunities.
Organisations should use their strengths such as having a good reputation, and experience in a particular field or segment of the market coupled with good marketing and resources, to build competitive advantage.
Before creating business plans or when evaluating existing ones it is important to 'scan' the external environment’, for forces, that impact on the business.
This West Jet SWOT analysis is done at the level of the entire organization and is a useful tool for understanding, decision-making and achieving company’s corporate goals and objectives.
Based in Calgary, Alberta West Jet was founded in 1996 by a team of Calgary entrepreneurs as a Western Canadian regional carrier with just a few aircrafts flying to five cities.
The government is encouraging developers to build on 'brown field' sites as opposed to 'green field' sites.
The constraint therefore is not being able to develop on green field sites while the opportunity is that of developing on brown field land.WEAKNESSESOpposite of strengths are weaknesses – attributes of the organization that impede achieving the objective.Knowing weaknesses of a company we can try to minimize them in order to succeed.The airline’s current Open Skies system lacks the functionality it will need to allow for such things as forging code-share with other carriers.Threats: Threats are external unfavourable factors that can potentially affect the success of the company in a negative manner.This marketing approach may not serve the company well as it attempts to expand into new markets and the company may need to revisit this marketing strategy.The Calgary carrier has been stunted in recent years by the troubles it has faced implementing a new reservation system (Sabre Sonic).“SWOT is an acronym describing an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats.” These factors will determine the success or failure of any company.Despite their affords to make their all-economy Boeing 737s more appealing including leather seats and satellite television- West Jet does not offer a business class.Having only one kind of jet – that is a medium range, single aisle, narrow body jet airliner Boeing 737- the company is limited regarding guest capacity (no more than 136 passengers) and range fully loaded (no further than 6200km).