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Marketing Plan Worksheets 137 13.2 SWOT EXAMPLES Exhibit 13.2 contains a list of possible SWOTs that might apply to your airport (not all will apply and not all your SWOTs will be listed). This table should be used to help guide the planning team in completing the SWOT analysis worksheet on the following page. Exhibit 13.2--SWOT Examples. Strengths Weaknesses Opportunities Threats · Location/geography: · Gaps in capabilities · New target markets · Loss of area business convenience · New sources of funding · Loss of key partners · Loss of air service · Available land · Key partnerships · National security · Lack of money · Airport infrastructure issues · Poor image in · Improvements in · Price, value, quality community infrastructure · New FAA rules and regulations · Customer service · Morale, commitment, · New aircraft/new markets leadership · Environmental · Strong demand for · Application of new regulations services · Runway/taxiways/ technology ramps in need of repair · Airline accidents · Brand recognition · Overcrowding at nearby · Land constrained airport · Weakened economy · Experience/ knowledge · Airport under-designed · Untapped volunteers · Increased fuel prices · Resources, people for demand · Trained workforce · Competitor plans · Weather · Air space limitations · Interest by private · Encroachment on · Lack of competitive developer airport · Community support strength · Zoning issues · Unhappy tenants or neighbors Source: KRAMER aerotek, inc., and GMH Consulting, LLC