Situation Analysis
Market Summary
There has been fierce competition brewing between Z-Wing and its nearest competitor, Janssen, for the past 10 years. Z-Wing has garnered 50% of the world's aviation market, but Janssen has recently captured 47% of the market. The global commercial aviation market is growing at a low 5% per year.
SWOTT Analysis
The strengths and weaknesses identified in a SWOTT analysis are internal and something that the company can do something about. The opportunities and threats are external matters that the company has no control over. The trends involve external factors, can fall into the opportunities and threats categories, and have a social impact on the organization. The strengths identified in Z-Wing are:
? The company is a marketing leader
? The company has experienced managers
? The organization has a good product line and good service
? The company has good financial strength realizing $60 billion in annual revenues and a market cap at $35 billion.
The weaknesses associated with Z-Wing are:
? Their market share is sliding?Z-Wing 50%, Janssen 47%
? Budget constraints
? The level of customer service is low
? Market research is weak. Z-Wing has allowed the competition to increase its market share, while Z-Wing is stagnant.
Z-Wing has the opportunity to introduce new aircraft, and scan the marketplace in order to build sustainable customer relationships. The organization can enter into new markets by developing new products, such as private, corporate, and military jets, and by providing new services such as low cost routes and a customer support system. The th ...