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Submitted by arevans2 on February 3, 2008
Category: Miscellaneous
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Introduction
Mid-Continent Airlines is well known in the Great Lakes Region. Mid-Continent, along with other commuter airlines provides airline services to small and medium sized cities. Mid-Continent has had repeated history of profitability ranging from small profits to small losses. Mid-Continent's current financial standing is not good. All of their current aircraft fleet was purchased used. Their oldest aircraft is becoming very costly to maintain. They cannot acquire traditional bank financing because of their inadequate earnings. Mid-Continent was offered a loan, but they would have to give up 30% of ownership in common stock. If they choose not to take the loan, the only other option is to sell the company.
Choosing to take the loan means they will have to readjust their current strategy. They have 3 options:
1. They may choose to stay totally independent of the larger airlines, and issue separate tickets.
2. They may have "interline" agreements with larger airlines for connecting routes to other cities not served by Mid-Continent.
3. They may actually use the designator or symbol of the larger airlines, paint their plane to the logo and colors, and establish a formal arrangement to feed the major carriers route.
There has been little flexibility within the company. Mid-Continent has reached a point if they do not change their strategy they will not be able to compete with their competitors. Mid-Continent needs to change their financial conditions, as well as the way they approach business.
SWOT Analysis
Strengths
Ground Operation: Mid-Continent uses contract services, as well as their own stations for station operation. The demand from a location determines whether or not Mid-Continent will choose to opens its own counter, or contract the service out. Running an autonomous station gives the company a competitive edge by allowing the company to better control...
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