Online Acess Essay

Capstone: Strategic Management

May 13th, 2008

Robert Gibson – Scott McDaniels – Jonah Nelson – David Stark
Table of Contents:

Strategic Profile 3
    • Company Introduction
Situational Analysis 4-15
    • External
        o PEST Analysis
        o Porter’s 5 Forces
              ▪ Bargaining Power of Suppliers
              ▪ Bargaining Power of Buyers
              ▪ Threat of New Entrants
              ▪ Threat of Substitutes
              ▪ Competitive Rivalry between Existing Players
        o Competitor Landscape
              ▪ Alaska Airlines
              ▪ Southwest Airlines
              ▪ United Airlines
              ▪ Air Canada
        o Key Success Factors
    • Internal                                                                                                                         16-23
        o Resources
              ▪ Tangible
              ▪ Intangible
        o Value Chain Analysis
              ▪ Primary Activities
              ▪ Secondary Activities
        o Capabilities
        o VRIN Testing
        o Core Competencies
SWOT Analysis 24-25
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
Strategy Formulation 26-28
    • Strategic Alternatives
    • Alternative Evaluation
    • Alternative Choice
Strategic Alternative Implementation 29-31
    • Action Items
    • Action Plan
References   32
Strategic Profile:

Company Introduction

Alaska Air Group is made up of two principle subsidiaries Alaska Airlines and Horizon Airlines. Alaska operates all jet engine aircraft with average mid-range flight distance of 1,051 miles while Horizon is a short distance carrier averaging around 386 miles. Horizon also uses both turbo prop and jet...