Orlando International Airport

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Orlando International Airport
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Table of Contents

SWOT Analysis 3
Strength 3
Weakness 3
Opportunity 5
Threats 6
GAP Analysis 8
Hexagon of Competitive Identity 18
References 19

Orlando International Airport
SWOT Analysis
Strength
Since May 2008, Orlando International Airport has increasingly used higher fees to recover some of the expenses lost in their bulging fuel bills. This trend continued as revenue was hit by low passenger numbers. Additional charges have forced passengers to pay more to check in additional baggage, which can cost $50 or more each way, leading to a lack of pricing transparency in the Orlando International Airport. Airfares are quoted online without including these additional costs, and passengers are lured into purchasing seats by comparing airline airfares rather than the total costs. In contrast to Orlando International Airport, some airlines have introduced additional fees for bringing small pets onboard, attempting to expand the services they offer at a higher cost to the passenger. For most of the major players, revenue from additional fees and charges increased during 2009, compared with falling revenue from passenger tickets and cargo. Orlando International Airport made about $2.5 billion from additional fees in 2012. Some of these trends, however, have shown signs of reversing slightly. In the second quarter of 2013, airline passengers paid less in fees for carry-on and checked bags, compared with the same period of 2012 (Hendery, 2013).

Weakness
Crippling Oil Prices and Fluctuating Profit
Before the global downturn in air travel crippled the industry, the movement of world oil prices significantly affected Orlando International Airport. The Air Transport Association estimates that for every dollar increase in the price of jet fuel (a derivative product of crude oil), the US airlines industry (domestic and international) incurs an additional $445.0 million in fuel expenses.



References: Horn, R (2012). Thailand Tourism Devastated by Political Unrest. Pp. n.d. Data retrieved from http://content.time.com/time/world/article/0,8599,1982555,00.html#ixzz2jPz8Wxn4 Johnpaul, E Mehwish (2012). Mojo Travel. Pp. n.d. Data retrieved from http://mojotravel.wordpress.com/category/tourism/australia/ National Parks, (2013) Naturenet, (2012). Impact of Tourism on Environment. Pp. n.d. Data retrieved from http://www.naturenet.net/education/tourism.html Stevenson, N (2002) World Travel and Tourism Council (2013) UK Industry is economy’s hero 2012. Pp. n.d. Data retrieved from http://www.wttc.org/news-media/news-archive/2013/cheer-mr-osborne-travel-tourism-still-triple-uk-economy/

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