Critical Success factors Weight Rating Weighted Score

 
0.0 to 1.0 1 to 4

Airline Quality Rating 0.15 4 0.60

Domestic/National Expansion 0.15 3 0.45

International Expansion 0.05 1 0.05

Operating Expenses per available seat 0.15 2 0.30

mile (ASM)

Market Share 0.10 2 0.20

Age of Fleet 0.05 4 0.20

Passenger Accommodations / Business 0.06 3 0.18

Class

Low Outsourced Maintenance Costs 0.10 2 0.20

Customer Prices 0.12 3 0.36

Executives / Management 0.07 4 0.28

Totals 1   2.82

AirTran Airways CPM

AirTran Airways IFE

 Weights Rating
Weighted Score
0.0 to 1.0 1, 2, 3 or 4

Internal Strengths   3 or 4  

$1 billion or more annual revenue 0.09 3 0.27

Average plane age is 2.5 years (youngest

fleet in the country) 0.16 4 0.64

Consumes 24% less fuel than old planes 0.13 4 0.52

“Best Airline Website” by the Web

Marketing Associates 0.07 3 0.21

Business class is available (not common on

short-distance flights) 0.07 4 0.28

Internal Weaknesses   1 or 2  

Net income dropped from 100.5 in 2003 to

12.3 million in 2005 0.12 1 0.12

Most flights originate from AirTran’s

Atlanta, Georgia hub causing a heavy
reliance on Atlanta 0.10 1 0.10

Strictly domestic flights 0.08 2 0.16

Primarily east coast flights 0.08 1 0.08

High labor costs 0.10 2 0.20

Totals 1   2.58

AirTran Airways EFE

Key External Factors Weights Rating Weighted Score

 0.0 to 1.0 1 to 4

Opportunities      

Appeal to public due to new "safe"

planes. 0.05 2 0.1

Increased international flights. 0.13 2 0.26

Increased domestic flights throughout the

United States. (additional hubs) 0.16 3 0.48

Allow for computer reservations. 0.05 1 0.05

$950,000 fed. Grant / $1,000,000 from

Greater Richmond C of C 0.1 3 0.3

Threats    

Unionized workers / possible union

actions. 0.05 2 0.1

Rising fuel costs (66% from 2003 to 2004) 0.2 3 0.6

Major Competitors in same market

(Delta) 0.15 2 0.3

Sciety's view of flying after September 11 0.07 2 0.14

Eastern / Southeastern U.S. Weather

Conditions 0.04 2 0.08

Totals 1   2.41