Alaska Air Group, Inc.  [NYS: ALK]   Business Summary

Alaska Air Group is a holding company. Co.’s Alaska Airlines, Inc. (Alaska) and Virgin America Inc. subsidiaries operate fleets of passenger jets (mainline operations). Alaska also contracts with Co.’s Horizon Air Industries, Inc (Horizon) subsidiary, SkyWest Airlines, Inc. and Peninsula Airways, Inc. for regional capacity. Horizon operates a fleet of turboprop aircraft and sells its capacity to Alaska under a capacity purchase arrangement. Co.’s mainline operations provide passenger service from the western U.S. throughout the contiguous U.S., Alaska, Hawaii, Canada, Mexico, Costa Rica and Cuba; and regional operations carry passengers mainly in Washington, Oregon, Idaho and California.  

Purpose: 

This project is the second of three projects.  Students will perform an internal environmental analysis using the tools and concepts learned in the course to date.  You will also draw from previous business courses to develop an understanding of how organizations develop and manage strategies to establish, safeguard and sustain its position in a competitive market. 

Students also have the opportunity to review an organization’s objectives and goals and the key functional areas within the organization.  Performing an internal environment analysis helps assess a firm’s internal resources and capabilities and plays a critical role in formulating strategy by identifying a firm’s strengths to capitalize on so that it can effectively overcome weaknesses.  

 

Skill Building:

In this project, you are building many different skills including research, critical thinking, writing and developing analytical skills related to various financial analysis tools and strategy tools used in business. 

 

Outcomes Met With This Project:

·        
utilize a set of useful analytical skills, tools, and techniques for analyzing a company strategically;

·        
integrate ideas, concepts, and theories from previously taken functional courses including, accounting, finance, market, business and human resource management;

·        
analyze and synthesize strengths, weaknesses, opportunities, and threats (SWOT) to generate, prioritize, and implement alternative strategies in order to revise a current plan or write a new plan and present a strategic plan.

 

Instructions:

Step 1:  Research

In completing the report, students will use the chapters in the eBook as a guide and perform research on the company from Project 1 so that they can answer the required elements below in narrative form following the steps.

Library Resources

You will be using scholarly material and Mergent Online to research privately held and publicly owned companies.  On the main navigation bar in the classroom select, Resources and then select Library.  Select Databases by Title (A – Z).  Select M from the alphabet list, and then select Mergent Online.  

UMUC library is available for providing resources and services. Seek library support for excellence in your academic pursuit.  

Library Support

Extensive library resources and services are available online, 24 hours a day, seven days a week at https://www.umuc.edu/library/index.cfm to support you in your studies.  The UMUC Library provides research assistance in creating search strategies, selecting relevant databases, and evaluating and citing resources in a variety of formats via its Ask a Librarian service at https://www.umuc.edu/library/libask/index.cfm.

Scholarly Research in OneSearch

To search for only scholarly resources, you are expected to place a check mark in the space for “Scholarly journals only” before clicking search. 

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