Enterprise Rent-A-Car Case Analysis

B . Weaknesses (Internal

Encumbrance of New Acquisition - Since its acquisition of Atlantic Southeast Airlines , Sky West has been encumbered by its need to support a new independent business unit with one of the worst records of customer service , poorest infrastructure , and most contentious labor management relations situations (further complicated by the staff need to organize unions to achieve fair treatment ) in the industry

Incorporation of IBU into Sky West - Sky west has determined that the best strategy to incorporate its new acquisition is to allow it to operate as an independent

unit in the short term for the purpose of identifying any best practices that might be able to be incorporated company wide . This will take time and resources and will provide an opportunity for the newly acquired company to reduce the parent company

Risk of damage to Brand Image - The association of ASA as a Sky West owned entity can only have a negative effect on the brand image of Sky West until new training and corporate policies can be implemented throughout the new acquisition , new relationships established with existing personnel of ASA so its union representation can be made aware of Sky West 's intentions toward ASA staff , necessary upgrades to ASA fleet and a rebranding effort is established . All of these efforts will take time . In the interim , consumers will link the two brands together and this will undoubtedly reduce the brand equity of Sky West

C . Opportunities (external

Better Competitive Position - Sky West has acquired additional market share with its acquisition of ASA . With the additional equipment , routes and contracts with legacy carriers , Sky West will have the ability to maintain a dominant competitive position in the regional air transportation market even as it experiences the changes discussed above

D . Threats (External

Greater Exposure to Competitive...