Guideline for Individual Case Analysis
Orlando International Airport: Landing International Airline Business
Orlando, Florida, is a brand known worldwide as a destination for tourism, vacations, and fun. Each year, millions of tourists visit the area, which is home to some of the most popular theme parks in the United States: Walt Disney World, Sea World Orlando, and Universal Studio Orlando. Orlando International Airport (MCO) serviced 35.4 million passengers in 2011. MCO is the 13th busiest airport in the United States and the 29th busiest airport in the world. More than 30 different domestic and international airlines service the airport.
A group of local business people want the airport to continue to attract new airlines and to expand its services to new regions and countries. This case illustrates the identification and selection of potential markets. It provides the opportunity to combine qualitative and quantitative data to determine which regions, countries and airlines MCO should pursue. More specifically, this case has the following objectives:
? To allow students to evaluate potential business opportunities using common business models
? To encourage students to analyze qualitative and quantitative data presented to the decision-maker
? To have students prioritize business opportunities and determine which regions of the world, countries and/or airlines the decision-maker should pursue
? To have students identify the most important variables in making a targeted decision
1. Conduct a SWOT analysis of Orlando International Airport.
2. Conduct an analysis using the Hexagon of Competitive Identity.
3. What does the analysis of the Hexagon of Competitive Identity reveal about Orlando?
4. Conduct a Gap Analysis of Orlando.
5. What are the most important variables for MCO management to consider when analyzing the data? Why?
6. Divide the market of Orlando and define targeted segments.
7. How should MCO management prioritize the regions/countries/airlines to pursue? What are the top 5 to 10 regions/countries/airlines that MCO should pursue?
? Answering the questions at the end of case.
? Sources of information:
? The case itself
? Literature review (textbooks, journals, newspapers, magazines, websites, etc.)
? Plagiarism, cheating and other forms of academic dishonesty are strictly prohibited and will result in a zero. You must include a reference for all the sources of information that you use when writing the paper. Failure to cite your sources, whether deliberately or inadvertently, you will still be found responsible for the act of plagiarism.
? The case study report must conform to APA (American Psychological Association) Style Guides. APA style requires both in-text citations and a reference list. For every in-text citation there should be a full citation in the reference list and vice versa.
? Must include a title page, table of contents, and reference page(s).
? Length: 15-20 pages; excluding title page, table of contents, and reference page(s).