OPPapers.com

Silverjet

Executive Summary

Silverjet is a new British long-distance airline that operates between London (Luton) and New York (Newark), soon opening a route to Dubai (International). They aim to become the leading business-class-only operator by offering a unique customer service experience, including a private terminal, 30-minute check-in and luxurious service from booking to landing. Silverjet's strategy is to offer top quality service at low fares while keeping their costs down.

As the aviation industry is growing and becoming increasingly competitive, Silverjet finds it self competing with increasing number of direct and indirect competitors. Silverjet's policy of offering relative low cost pricing holds back competition in an industry that transports 127.4 million passengers each year from the UK alone. Nevertheless, the taxes and fuel prices are constantly growing and airlines face increasing pressures regarding technological innovation and environmental issues.

Besides the basic requirements of operating an airline, i.e. aircrafts and staff, Silverjet also has unique capabilities such as their own terminal and the interior of the planes. These, combined with the experienced management team, a strong brand image and excellent customer service, continue to guide Silverjet towards success. However, Silverjet is a small company; therefore they lack aircrafts to cover mechanical failures, are very dependant on fuel providers and make less revenue than larger airlines.

It can be recommended the company should be managed in the same way by developing gradually into new destinations whilst not taking too many risks. Due to growing public concern about carbon emissions, Silverjet should also continue to be involved in various environmental projects.

Contents

1. Silverjet – The Company
1.1. The Business
1.2. The competitive edge
1.3. Strategy
1.4. Mission statement
1.5. Corporate structure
1.6. Stakeholders
2. The Analysis of Aviation Industry
2.1....