Paper instructions:
What is the case essentially asking?
How can Orlando attract more business through the airport

–? How can Orlando International Airport continue to attract new airlines and to expand its services to new regions and countries?

Case Questions
•? Conduct a SWOT analysis of Orlando International Airport

•? Conduct an analysis using the Hexagon of Competitive Identity. What does the analysis of the Hexagon of Competitive Identity reveal about Orlando?

•? Conduct a Gap Analysis of Orlando. (Use Perception and Actual Image)

•? What are the most important variables for MCO management to consider when analysing the data? Why?

•? Divide the market of Orlando and de?ne targeted segments

•? How should MCO management priorities the regions/ countries/airlines to pursue? What are the top 5 to 10 regions/countries/airlines that MCO should pursue?

Related to case questions
•? Where are they now ?
–? SWOT
–? Hexagon for Competitive Identity
–? Gap analysis

•? Where do they want to be ?
•? How are they going to get there ?
–? Which variables?
–? Segmentation
–? How should they priorities countries, regions, airlines. What are the top 5-10?

•? How will they know when they have got there?

SWOT Analysis
•? Internal – S/W
•? External – O/T
–? What gives rise to these factors?

Hexagon of Competitive Identity
So What?????
What are the conclusions and implications??

Gap Analysis
•? How does Orlando see itself?
•? How is Orlando actually being perceived?
•? Where are di?erences/gaps?
•? So what?

Most important variables to consider when analysing data and deciding priori,es?
•? Which countries have most signi?cant presence?
•? Which countries do domes,c companies trade with

Divide market into segments
•? International and domes,c
•? But what else???
•? What bases/methods?

How should they prioritise?
•? Countries and industries

Your recommendations
•? Which 5-10 countries/regions/airlines
•? AND WHY?