SWOT Analysis

In this section, the SWOT Analysis will be performed in order to assess all the capabilities of our airport.

First of all, the main strengths, weaknesses, opportunities and threats extracted from our internal and external analysis are shown in the following table:

Once, the SWOT factors are all defined, it is needed to evaluate the SWOT matrix so as to analyze which should be done to make the project successful. Thus, each match of the matrix must be scored from 10 (+) to 1 (-) with the aim of detecting the strengths and opportunities with bigger marks (we have to take advantage of) and the weaknesses (we must invest to reduce or mitigate) and threats (we must protect against) with the lower marks.

In the SWOT matrix, we have remarked in green the opportunities and strengths with higher marks and in red the weaknesses and threats with lower ones. The results extracted from this analysis are:

• International flights increase and available high investment are the opportunities of which we can take advantage. This is direct consequence of the approach and main aim of this project which wants to turn the airport one more international by using the available high investment.
• Operational efficiency and low prices are the strengths of which we must take advantage as it was expected due to the considered approach.
• New operational and management approach and unclear terrestrial connections are the weaknesses in we has to invest to reduce or mitigate. These two points are absolutely necessary to turn them around because on them depends the prosperity of the project. The first one is related to the lack of experience in the sector of international airports by the management team and the second one is an important aspect to be covered and well-defined so as to facilitate the transfer of people to the airport.
• High fixed costs and high initial investment are the threats against which we have to protect. In this case, these two are not variables that will evolve as time goes by. They are initial values that we need. However, the fixed costs will be able to be reduced as the experience of the management team in international airports sector increases.

After that, we can assess that our business is located on the success quadrant which is the MAXI-MAXI quadrant what counsels us to reinforce our strengths to get our opportunities. However, we cannot forget that the MAXI-MINI (illusion) quadrant is quite bigger, so we should try to reduce the effects of these threats highlighted before too.