Swot-analysis for «Belavia»’s competitive strategy

Abstract

This paper is a case study reporting of the strengths, weaknesses, opportunities and threats (SWOT) analysis technique. The paper provides qualitative data to evaluate alternative competitive strategies in order to determine the best one for given business setting. The proposed SWOT methodology was implemented for «Belavia – Belarusian Airlines». Particularly for national air carrier the development of a competitive strategy is currently indispensable. Being a monopoly on the national market «Belavia» nonetheless faces a fierce competition from European airlines, which surpass it both in the amount of operations performed and the quality of services provided. This study aims at providing evidence of how successful implementing of such a strategic tool as SWOT analysis can help to analytically determine key priorities that a company should pay special attention to. As a result the most suitable competitive strategy for «Belavia» was determined and specific measures that can improve the firm’s performance were proposed. The results showed that the SWOT analysis is a viable and highly capable methodology that provides invaluable insights for strategic management decisions, and can also be used as an effective tool for other complex decision making processes.