Chapter 5

SWOT Analysis

Key Strengths

LEIAAI is the only flying school operating in La Union. They offer courses

that are not offered in any school in La Union such as Private Pilot License (PPL),

Commercial Pilot License (CPL), Instrument Rating (IR), Flight Instructor (FI), and

Aircraft Maintenance Technician (AMT). They have approximately 18 planes and

6 more for the year 2018. They are fortunate, and this is one of their strengths,

because LEIAAI is located at the Poro Point Freeport Zone where if import and

export will be operated by LEIAAI, they are tax free. LEIAAI is also located inside

the City of San Fernando Airport which is advantageous for them because

runway is provided for landing and takes off.

Even though LEIAAI’s tuition fee is expensive, they make sure that all the

expenses paid by the students are to be returned with the highest-quality of

education they can offer. They ensure the best education by hiring instructors

that are equipped with enough educational background, highly experienced, and

are registered and licensed individuals in the field of aviation.

One of LEIAAI’s strengths that the researchers find interesting is the

hospitality of the employees and the students. The school practices traits that

most schools do not and this will be helpful for the them to acquire more students

because they will shower them with respect and teach them manners that will be

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beneficial to their behaviour throughout their personal and professional

endeavours.

LEIAAI’s relationship with their employees will always be stable because

they offer incentives and benefits such as SSS, Phil Health and many more.

These benefits help their employees ensure a healthy and productive workplace

and they stay motivated and happy with their job.

Key Weaknesses

A company weakness is any resource or process that your business lacks,

limiting your company’s ability to reach its full potential (Kokemuller, 2018).

Companies often analyse their weaknesses as part of a strategic planning

process known as SWOT, which includes assessments of strengths,

weaknesses, opportunities, and threats.

LEIAAI is the only aviation school here in La Union but the place does not

belong to a busy street and it is far from town proper which is why only few knows

the school.

Aside from SILLAG, the school does not engage to other activities that

could help them to be known by many especially to all the aspiring pilot students

and to showcase what they can offer.

In regards to security, LEIAAI needs reinforcement because some

students skip their classes and they go out during class hours. There are installed

CCTV around the area but it is not enough to watch out all the students because

not all the time, the employees can manage to look what the CCTV contains.

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 The AMT building has limited space and it is too narrow for the numbers of

students enrolled in AMT courses.

Key Opportunities

Opportunities refer to favourable external factors that an organization can

use to give it a competitive advantage. For example, a car manufacturer can

export its cars into a new market, increasing sales and market share, if a country

cuts tariffs (http://www.investopedia.com)

Sillag Festival is one of the most sought after events in La Union and this

event is attended by LEIAAI to promote their school and gain more students.

LEIAAI do not lack in advertisements but attending events will help them more to

their advantage.

A 3 million worth project named “Quad-IT” is being processed by LEIAAI.

This will help LEIAAI process information and records through the use of

computers instead of manual techniques to make it convenient for the

employees, students, and the company.

Graduates of LEIAAI have the opportunity to work for the same company.

This ensures that the people produced by LEIAAI will return the same quality of

service given to them when they were still students.

Six (6) more planes are about to arrive this year 2018. These planes will

help to accommodate more training services to their students. This is a chance

for LEIAAI to meet the expectations of aspiring students who wants to enrol.

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 Tie up with other schools such as Saint Louis College to offer aeronautical

courses to extend LEIAAI’s services and to expand the school, as a whole, and

the aviation industry opportunities as well.

Key Threats

Every company is encountering a different threat that affects their

business. Customers are also aware of the competitors’ services or products as

they have seen in the television advertisement. Unlike LEIAAI, this is only

advertised through social media and radio advertisements.

High inflation ratecan also be a threatthat is currently happening in the

Philippines. When fuel and oil rates increases, the school will also then needs to

increase the tuition fees since fuel and oil is one of the main needs for the

airplanes operate.

Fortuitous events are things beyond control like calamities and accidents,

and those events are not impossible to encounter by LEIAAI. Like what happened

last year 2016, an airplane of LEIAAI crashed accidentally along the coastline of

Santiago, Ilocos Sur and two passengers died. Since that event happened, the

operation of LEIAAI stopped for a while and because of that, there is no revenue

for the company.

When La Union is experiencing heavy rain due to typhoons, the air traffic

controllers will announce to stop the operations of all aircraft because of zero

visibility and LEIAAI will then wait until the air traffic controller announces to

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continue the operation. If LEIAAI stopped their operation, the revenue will stop as

well.

Table 4 shows the TOWS Analysis.

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I STRENGHTS
E N
X T
T E
E R
R N
N A
A L
L
OPPORTUNITIES
1.) Attends events such as the Sillag Festival
for promotion.
2.) “Quad-IT” project.
3.) Job opportunities for LEIAAI graduates.
4.) Six (6) additional planes for the year 2018.
THREATS
1.) Tuition Fee
2.) Fortuitous events.
58 58
Table 4
TOWS ANALYSIS
1.) The only operating aviation school in La
Union.
2.) Located at a Freeport Zone and inside an
airport.
3.) High-quality education.
4.) Commendable hospitality.
5.) Incentives offered to employees.
SO STRATEGIES
1.) Better and improved educational service
(S3, O4)
2.) Future employees such as LEIAAI
graduates will feel motivated to work because
of incentives (S5, O3)
3.) Technological advancements for student
and employee needs (S3, O2)
ST STRATEGIES
1.) Provide high-quality education (S3, T1)
2.) Provide incentives to employees in case of
accidents brought by fortuitous events (S5, T2)
WEAKNESSES
1.) Located far from the town proper.
2.) Lack of promotional engagement.
3.) Lack of security.
4.) AMT building is too small.
WO STRATEGIES
1.) Engage more in promotional activities (W2,
O1)
2.) Provide a larger space for AMT building
(W4, O4)
3.) Install CCTV cameras to keep track on
students and employees (W3, O2)
4.) Participate in event for promotional
advantage (W1, O1)
WT STRATEGIES
1.) Set aside income for promotional gain (W2,
T1)
2.) Provide budget for better security system (
W3, T1)
3.) Provide budget for AMT building
enhancement (W4, T1)
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