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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