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Japan Airlines: The Impact of e-Ticketing SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of Japan Airlines: The Impact of e-Ticketing


Highlights the development of Japan Airlines (JAL) and the company's efforts to address its financial problems through restructuring. Also discusses how the changing business landscape through e-commerce has impacted the airline industry, and discusses the advent of e-ticketing as a means of cutting costs, a source of competitive advantage, and as a facilitator for further innovation towards new channels of distribution. As these rapid changes were taking place throughout the industry, JAL appeared to react passively to the adoption of the e-commerce and customer service innovations that other players were incorporating.

Authors :: Dennis Kira, Ali F. Farhoomand, Amir Hoosain, Shamza Khan

Topics :: Strategy & Execution

Tags :: , SWOT Analysis, SWOT Matrix, TOWS, Weighted SWOT Analysis

Swot Analysis of "Japan Airlines: The Impact of e-Ticketing" written by Dennis Kira, Ali F. Farhoomand, Amir Hoosain, Shamza Khan includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Jal Ticketing facing as an external strategic factors. Some of the topics covered in Japan Airlines: The Impact of e-Ticketing case study are - Strategic Management Strategies, and Strategy & Execution.


Some of the macro environment factors that can be used to understand the Japan Airlines: The Impact of e-Ticketing casestudy better are - – supply chains are disrupted by pandemic , talent flight as more people leaving formal jobs, digital marketing is dominated by two big players Facebook and Google, customer relationship management is fast transforming because of increasing concerns over data privacy, increasing transportation and logistics costs, central banks are concerned over increasing inflation, cloud computing is disrupting traditional business models, challanges to central banks by blockchain based private currencies, increasing government debt because of Covid-19 spendings, etc



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Introduction to SWOT Analysis of Japan Airlines: The Impact of e-Ticketing


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in Japan Airlines: The Impact of e-Ticketing case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Jal Ticketing, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Jal Ticketing operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Japan Airlines: The Impact of e-Ticketing can be done for the following purposes –
1. Strategic planning using facts provided in Japan Airlines: The Impact of e-Ticketing case study
2. Improving business portfolio management of Jal Ticketing
3. Assessing feasibility of the new initiative in Strategy & Execution field.
4. Making a Strategy & Execution topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Jal Ticketing




Strengths Japan Airlines: The Impact of e-Ticketing | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Jal Ticketing in Japan Airlines: The Impact of e-Ticketing Harvard Business Review case study are -

Operational resilience

– The operational resilience strategy in the Japan Airlines: The Impact of e-Ticketing Harvard Business Review case study comprises – understanding the underlying the factors in the industry, building diversified operations across different geographies so that disruption in one part of the world doesn’t impact the overall performance of the firm, and integrating the various business operations and processes through its digital transformation drive.

Sustainable margins compare to other players in Strategy & Execution industry

– Japan Airlines: The Impact of e-Ticketing firm has clearly differentiated products in the market place. This has enabled Jal Ticketing to fetch slight price premium compare to the competitors in the Strategy & Execution industry. The sustainable margins have also helped Jal Ticketing to invest into research and development (R&D) and innovation.

Strong track record of project management

– Jal Ticketing is known for sticking to its project targets. This enables the firm to manage – time, project costs, and have sustainable margins on the projects.

Training and development

– Jal Ticketing has one of the best training and development program in the industry. The effectiveness of the training programs can be measured in Japan Airlines: The Impact of e-Ticketing Harvard Business Review case study by analyzing – employees retention, in-house promotion, loyalty, new venture initiation, lack of conflict, and high level of both employees and customer engagement.

Successful track record of launching new products

– Jal Ticketing has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Jal Ticketing has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Digital Transformation in Strategy & Execution segment

- digital transformation varies from industry to industry. For Jal Ticketing digital transformation journey comprises differing goals based on market maturity, customer technology acceptance, and organizational culture. Jal Ticketing has successfully integrated the four key components of digital transformation – digital integration in processes, digital integration in marketing and customer relationship management, digital integration into the value chain, and using technology to explore new products and market opportunities.

Low bargaining power of suppliers

– Suppliers of Jal Ticketing in the sector have low bargaining power. Japan Airlines: The Impact of e-Ticketing has further diversified its suppliers portfolio by building a robust supply chain across various countries. This helps Jal Ticketing to manage not only supply disruptions but also source products at highly competitive prices.

High brand equity

– Jal Ticketing has strong brand awareness and brand recognition among both - the exiting customers and potential new customers. Strong brand equity has enabled Jal Ticketing to keep acquiring new customers and building profitable relationship with both the new and loyal customers.

Organizational Resilience of Jal Ticketing

– The covid-19 pandemic has put organizational resilience at the centre of everthing that Jal Ticketing does. Organizational resilience comprises - Financial Resilience, Operational Resilience, Technological Resilience, Organizational Resilience, Business Model Resilience, and Reputation Resilience.

Ability to recruit top talent

– Jal Ticketing is one of the leading recruiters in the industry. Managers in the Japan Airlines: The Impact of e-Ticketing are in a position to attract the best talent available. The firm has a robust talent identification program that helps in identifying the brightest.

Superior customer experience

– The customer experience strategy of Jal Ticketing in the segment is based on four key concepts – personalization, simplification of complex needs, prompt response, and continuous engagement.

Effective Research and Development (R&D)

– Jal Ticketing has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in, as mentioned in case study Japan Airlines: The Impact of e-Ticketing - staying ahead in the industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.






Weaknesses Japan Airlines: The Impact of e-Ticketing | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Japan Airlines: The Impact of e-Ticketing are -

Increasing silos among functional specialists

– The organizational structure of Jal Ticketing is dominated by functional specialists. It is not different from other players in the Strategy & Execution segment. Jal Ticketing needs to de-silo the office environment to harness the true potential of its workforce. Secondly the de-silo will also help Jal Ticketing to focus more on services rather than just following the product oriented approach.

Interest costs

– Compare to the competition, Jal Ticketing has borrowed money from the capital market at higher rates. It needs to restructure the interest payment and costs so that it can compete better and improve profitability.

Slow decision making process

– As mentioned earlier in the report, Jal Ticketing has a very deliberative decision making approach. This approach has resulted in prudent decisions, but it has also resulted in missing opportunities in the industry over the last five years. Jal Ticketing even though has strong showing on digital transformation primary two stages, it has struggled to capitalize the power of digital transformation in marketing efforts and new venture efforts.

High dependence on existing supply chain

– The disruption in the global supply chains because of the Covid-19 pandemic and blockage of the Suez Canal illustrated the fragile nature of Jal Ticketing supply chain. Even after few cautionary changes mentioned in the HBR case study - Japan Airlines: The Impact of e-Ticketing, it is still heavily dependent upon the existing supply chain. The existing supply chain though brings in cost efficiencies but it has left Jal Ticketing vulnerable to further global disruptions in South East Asia.

Workers concerns about automation

– As automation is fast increasing in the segment, Jal Ticketing needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

No frontier risks strategy

– After analyzing the HBR case study Japan Airlines: The Impact of e-Ticketing, it seems that company is thinking about the frontier risks that can impact Strategy & Execution strategy. But it has very little resources allocation to manage the risks emerging from events such as natural disasters, climate change, melting of permafrost, tacking the rise of artificial intelligence, opportunities and threats emerging from commercialization of space etc.

Employees’ incomplete understanding of strategy

– From the instances in the HBR case study Japan Airlines: The Impact of e-Ticketing, it seems that the employees of Jal Ticketing don’t have comprehensive understanding of the firm’s strategy. This is reflected in number of promotional campaigns over the last few years that had mixed messaging and competing priorities. Some of the strategic activities and services promoted in the promotional campaigns were not consistent with the organization’s strategy.

High dependence on star products

– The top 2 products and services of the firm as mentioned in the Japan Airlines: The Impact of e-Ticketing HBR case study still accounts for major business revenue. This dependence on star products in has resulted into insufficient focus on developing new products, even though Jal Ticketing has relatively successful track record of launching new products.

Slow to strategic competitive environment developments

– As Japan Airlines: The Impact of e-Ticketing HBR case study mentions - Jal Ticketing takes time to assess the upcoming competitions. This has led to missing out on atleast 2-3 big opportunities in the industry in last five years.

High cash cycle compare to competitors

Jal Ticketing has a high cash cycle compare to other players in the industry. It needs to shorten the cash cycle by 12% to be more competitive in the marketplace, reduce inventory costs, and be more profitable.

Lack of clear differentiation of Jal Ticketing products

– To increase the profitability and margins on the products, Jal Ticketing needs to provide more differentiated products than what it is currently offering in the marketplace.




Opportunities Japan Airlines: The Impact of e-Ticketing | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities highlighted in the Harvard Business Review case study Japan Airlines: The Impact of e-Ticketing are -

Remote work and new talent hiring opportunities

– The widespread usage of remote working technologies during Covid-19 has opened opportunities for Jal Ticketing to expand its talent hiring zone. According to McKinsey Global Institute, 20% of the high end workforce in fields such as finance, information technology, can continously work from remote local post Covid-19. This presents a really great opportunity for Jal Ticketing to hire the very best people irrespective of their geographical location.

Loyalty marketing

– Jal Ticketing has focused on building a highly responsive customer relationship management platform. This platform is built on in-house data and driven by analytics and artificial intelligence. The customer analytics can help the organization to fine tune its loyalty marketing efforts, increase the wallet share of the organization, reduce wastage on mainstream advertising spending, build better pricing strategies using personalization, etc.

Building a culture of innovation

– managers at Jal Ticketing can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Strategy & Execution segment.

Changes in consumer behavior post Covid-19

– Consumer behavior has changed in the Strategy & Execution industry because of Covid-19 restrictions. Some of this behavior will stay once things get back to normal. Jal Ticketing can take advantage of these changes in consumer behavior to build a far more efficient business model. For example consumer regular ordering of products can reduce both last mile delivery costs and market penetration costs. Jal Ticketing can further use this consumer data to build better customer loyalty, provide better products and service collection, and improve the value proposition in inflationary times.

Identify volunteer opportunities

– Covid-19 has impacted working population in two ways – it has led to people soul searching about their professional choices, resulting in mass resignation. Secondly it has encouraged people to do things that they are passionate about. This has opened opportunities for businesses to build volunteer oriented socially driven projects. Jal Ticketing can explore opportunities that can attract volunteers and are consistent with its mission and vision.

Reconfiguring business model

– The expansion of digital payment system, the bringing down of international transactions costs using Bitcoin and other blockchain based currencies, etc can help Jal Ticketing to reconfigure its entire business model. For example it can used blockchain based technologies to reduce piracy of its products in the big markets such as China. Secondly it can use the popularity of e-commerce in various developing markets to build a Direct to Customer business model rather than the current Channel Heavy distribution network.

Leveraging digital technologies

– Jal Ticketing can leverage digital technologies such as artificial intelligence and machine learning to automate the production process, customer analytics to get better insights into consumer behavior, realtime digital dashboards to get better sales tracking, logistics and transportation, product tracking, etc.

Better consumer reach

– The expansion of the 5G network will help Jal Ticketing to increase its market reach. Jal Ticketing will be able to reach out to new customers. Secondly 5G will also provide technology framework to build new tools and products that can help more immersive consumer experience and faster consumer journey.

Developing new processes and practices

– Jal Ticketing can develop new processes and procedures in Strategy & Execution industry using technology such as automation using artificial intelligence, real time transportation and products tracking, 3D modeling for concept development and new products pilot testing etc.

Use of Bitcoin and other crypto currencies for transactions

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Jal Ticketing in the consumer business. Now Jal Ticketing can target international markets with far fewer capital restrictions requirements than the existing system.

Learning at scale

– Online learning technologies has now opened space for Jal Ticketing to conduct training and development for its employees across the world. This will result in not only reducing the cost of training but also help employees in different part of the world to integrate with the headquarter work culture, ethos, and standards.

Finding new ways to collaborate

– Covid-19 has not only transformed business models of companies in Strategy & Execution industry, but it has also influenced the consumer preferences. Jal Ticketing can tie-up with other value chain partners to explore new opportunities regarding meeting customer demands and building a rewarding and engaging relationship.

Lowering marketing communication costs

– 5G expansion will open new opportunities for Jal Ticketing in the field of marketing communication. It will bring down the cost of doing business, provide technology platform to build new products in the Strategy & Execution segment, and it will provide faster access to the consumers.




Threats Japan Airlines: The Impact of e-Ticketing External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study Japan Airlines: The Impact of e-Ticketing are -

Regulatory challenges

– Jal Ticketing needs to prepare for regulatory challenges as consumer protection groups and other pressure groups are vigorously advocating for more regulations on big business - to reduce inequality, to create a level playing field, to product data privacy and consumer privacy, to reduce the influence of big money on democratic institutions, etc. This can lead to significant changes in the Strategy & Execution industry regulations.

Environmental challenges

– Jal Ticketing needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Jal Ticketing can take advantage of this fund but it will also bring new competitors in the Strategy & Execution industry.

Stagnating economy with rate increase

– Jal Ticketing can face lack of demand in the market place because of Fed actions to reduce inflation. This can lead to sluggish growth in the economy, lower demands, lower investments, higher borrowing costs, and consolidation in the field.

High level of anxiety and lack of motivation

– the Great Resignation in United States is the sign of broader dissatisfaction among the workforce in United States. Jal Ticketing needs to understand the core reasons impacting the Strategy & Execution industry. This will help it in building a better workplace.

Consumer confidence and its impact on Jal Ticketing demand

– There is a high probability of declining consumer confidence, given – high inflammation rate, rise of gig economy, lower job stability, increasing cost of living, higher interest rates, and aging demography. All the factors contribute to people saving higher rate of their income, resulting in lower consumer demand in the industry and other sectors.

New competition

– After the dotcom bust of 2001, financial crisis of 2008-09, the business formation in US economy had declined. But in 2020 alone, there are more than 1.5 million new business applications in United States. This can lead to greater competition for Jal Ticketing in the Strategy & Execution sector and impact the bottomline of the organization.

Technology disruption because of hacks, piracy etc

– The colonial pipeline illustrated, how vulnerable modern organization are to international hackers, miscreants, and disruptors. The cyber security interruption, data leaks, etc can seriously jeopardize the future growth of the organization.

Easy access to finance

– Easy access to finance in Strategy & Execution field will also reduce the barriers to entry in the industry, thus putting downward pressure on the prices because of increasing competition. Jal Ticketing can utilize it by borrowing at lower rates and invest it into research and development, capital expenditure to fortify its core competitive advantage.

Shortening product life cycle

– it is one of the major threat that Jal Ticketing is facing in Strategy & Execution sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Jal Ticketing with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the sector.

Learning curve for new practices

– As the technology based on artificial intelligence and machine learning platform is getting complex, as highlighted in case study Japan Airlines: The Impact of e-Ticketing, Jal Ticketing may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Strategy & Execution .

Increasing wage structure of Jal Ticketing

– Post Covid-19 there is a sharp increase in the wages especially in the jobs that require interaction with people. The increasing wages can put downward pressure on the margins of Jal Ticketing.

Technology acceleration in Forth Industrial Revolution

– Jal Ticketing has witnessed rapid integration of technology during Covid-19 in the Strategy & Execution industry. As one of the leading players in the industry, Jal Ticketing needs to keep up with the evolution of technology in the Strategy & Execution sector. According to Mckinsey study top managers believe that the adoption of technology in operations, communications is 20-25 times faster than what they planned in the beginning of 2019.




Weighted SWOT Analysis of Japan Airlines: The Impact of e-Ticketing Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers in the HBR case study Japan Airlines: The Impact of e-Ticketing needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of the case study Japan Airlines: The Impact of e-Ticketing is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of the Harvard case study Japan Airlines: The Impact of e-Ticketing is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Japan Airlines: The Impact of e-Ticketing is to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Jal Ticketing needs to make to build a sustainable competitive advantage.



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