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Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version


When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version.In estimating depreciation for accounting purposes, Delta Air Lines has changed its assumptions about aircraft lifespan and residual values four times in the last thirty years or so. In the most recent changes, Delta adopted fair value accounting as part of its "fresh start" emergence from bankruptcy. Each of these policy changes has affected future asset values as well as present and future income. Students should organize their case analysis around three types of questions: (1) the estimated life cycle of commercial passenger airplanes; (2) the uses of financial reports, including the purpose of depreciation in reporting on assets and periodic income; and (3) alternative procedures for reporting asset book values and income that might better serve users of financial reports.

Authors :: William J. Bruns Jr.

Topics :: Finance & Accounting

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

Swot Analysis of "Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version" written by William J. Bruns Jr. includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Depreciation Delta facing as an external strategic factors. Some of the topics covered in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version case study are - Strategic Management Strategies, Financial management and Finance & Accounting.


Some of the macro environment factors that can be used to understand the Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version casestudy better are - – competitive advantages are harder to sustain because of technology dispersion, digital marketing is dominated by two big players Facebook and Google, increasing government debt because of Covid-19 spendings, technology disruption, increasing transportation and logistics costs, challanges to central banks by blockchain based private currencies, geopolitical disruptions, supply chains are disrupted by pandemic , increasing inequality as vast percentage of new income is going to the top 1%, etc



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Introduction to SWOT Analysis of Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Depreciation Delta, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Depreciation Delta 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version can be done for the following purposes –
1. Strategic planning using facts provided in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version case study
2. Improving business portfolio management of Depreciation Delta
3. Assessing feasibility of the new initiative in Finance & Accounting field.
4. Making a Finance & Accounting topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Depreciation Delta




Strengths Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Depreciation Delta in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version Harvard Business Review case study are -

High brand equity

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

Diverse revenue streams

– Depreciation Delta is present in almost all the verticals within the industry. This has provided firm in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version case study a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

Ability to lead change in Finance & Accounting field

– Depreciation Delta is one of the leading players in its industry. Over the years it has not only transformed the business landscape in its segment but also across the whole industry. The ability to lead change has enabled Depreciation Delta in – penetrating new markets, reaching out to new customers, and providing different value propositions to different customers in the international markets.

Training and development

– Depreciation Delta has one of the best training and development program in the industry. The effectiveness of the training programs can be measured in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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.

Organizational Resilience of Depreciation Delta

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

Learning organization

- Depreciation Delta is a learning organization. It has inculcated three key characters of learning organization in its processes and operations – exploration, creativity, and expansiveness. The work place at Depreciation Delta is open place that encourages instructiveness, ideation, open minded discussions, and creativity. Employees and leaders in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version Harvard Business Review case study emphasize – knowledge, initiative, and innovation.

Ability to recruit top talent

– Depreciation Delta is one of the leading recruiters in the industry. Managers in the Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version are in a position to attract the best talent available. The firm has a robust talent identification program that helps in identifying the brightest.

Strong track record of project management

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

High switching costs

– The high switching costs that Depreciation Delta has built up over years in its products and services combo offer has resulted in high retention of customers, lower marketing costs, and greater ability of the firm to focus on its customers.

Superior customer experience

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

Successful track record of launching new products

– Depreciation Delta has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Depreciation Delta 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.

Innovation driven organization

– Depreciation Delta is one of the most innovative firm in sector. Manager in Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version Harvard Business Review case study can use Clayton Christensen Disruptive Innovation strategies to further increase the scale of innovtions in the organization.






Weaknesses Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version are -

Lack of clear differentiation of Depreciation Delta products

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

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 Depreciation Delta supply chain. Even after few cautionary changes mentioned in the HBR case study - Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version, it is still heavily dependent upon the existing supply chain. The existing supply chain though brings in cost efficiencies but it has left Depreciation Delta vulnerable to further global disruptions in South East Asia.

High dependence on star products

– The top 2 products and services of the firm as mentioned in the Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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 Depreciation Delta has relatively successful track record of launching new products.

Slow to strategic competitive environment developments

– As Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version HBR case study mentions - Depreciation Delta 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.

Slow decision making process

– As mentioned earlier in the report, Depreciation Delta 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. Depreciation Delta 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.

Employees’ incomplete understanding of strategy

– From the instances in the HBR case study Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version, it seems that the employees of Depreciation Delta 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.

Capital Spending Reduction

– Even during the low interest decade, Depreciation Delta has not been able to do capital spending to the tune of the competition. This has resulted into fewer innovations and company facing stiff competition from both existing competitors and new entrants who are disrupting the industry using digital technology.

Slow to harness new channels of communication

– Even though competitors are using new communication channels such as Instagram, Tiktok, and Snap, Depreciation Delta is slow explore the new channels of communication. These new channels of communication mentioned in marketing section of case study Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version can help to provide better information regarding products and services. It can also build an online community to further reach out to potential customers.

No frontier risks strategy

– After analyzing the HBR case study Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version, it seems that company is thinking about the frontier risks that can impact Finance & Accounting 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.

Increasing silos among functional specialists

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

High bargaining power of channel partners

– Because of the regulatory requirements, William J. Bruns Jr. suggests that, Depreciation Delta is facing high bargaining power of the channel partners. So far it has not able to streamline the operations to reduce the bargaining power of the value chain partners in the industry.




Opportunities Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version | 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version are -

Lowering marketing communication costs

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

Building a culture of innovation

– managers at Depreciation Delta 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 Finance & Accounting segment.

Buying journey improvements

– Depreciation Delta can improve the customer journey of consumers in the industry by using analytics and artificial intelligence. Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version suggest that firm can provide automated chats to help consumers solve their own problems, provide online suggestions to get maximum out of the products and services, and help consumers to build a community where they can interact with each other to develop new features and uses.

Reforming the budgeting process

- By establishing new metrics that will be used to evaluate both existing and potential projects Depreciation Delta can not only reduce the costs of the project but also help it in integrating the projects with other processes within the organization.

Using analytics as competitive advantage

– Depreciation Delta has spent a significant amount of money and effort to integrate analytics and machine learning into its operations in the sector. This continuous investment in analytics has enabled, as illustrated in the Harvard case study Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version - to build a competitive advantage using analytics. The analytics driven competitive advantage can help Depreciation Delta to build faster Go To Market strategies, better consumer insights, developing relevant product features, and building a highly efficient supply chain.

Developing new processes and practices

– Depreciation Delta can develop new processes and procedures in Finance & Accounting 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.

Remote work and new talent hiring opportunities

– The widespread usage of remote working technologies during Covid-19 has opened opportunities for Depreciation Delta 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 Depreciation Delta to hire the very best people irrespective of their geographical location.

Creating value in data economy

– The success of analytics program of Depreciation Delta has opened avenues for new revenue streams for the organization in the industry. This can help Depreciation Delta to build a more holistic ecosystem as suggested in the Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version case study. Depreciation Delta can build new products and services such as - data insight services, data privacy related products, data based consulting services, etc.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Depreciation Delta can use these opportunities to build new business models that can help the communities that Depreciation Delta operates in. Secondly it can use opportunities from government spending in Finance & Accounting sector.

Changes in consumer behavior post Covid-19

– Consumer behavior has changed in the Finance & Accounting industry because of Covid-19 restrictions. Some of this behavior will stay once things get back to normal. Depreciation Delta 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. Depreciation Delta 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.

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 Depreciation Delta in the consumer business. Now Depreciation Delta can target international markets with far fewer capital restrictions requirements than the existing system.

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. Depreciation Delta 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 Depreciation Delta 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.




Threats Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version are -

Technology acceleration in Forth Industrial Revolution

– Depreciation Delta has witnessed rapid integration of technology during Covid-19 in the Finance & Accounting industry. As one of the leading players in the industry, Depreciation Delta needs to keep up with the evolution of technology in the Finance & Accounting 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.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Depreciation Delta 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version, Depreciation Delta may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Finance & Accounting .

Easy access to finance

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

Regulatory challenges

– Depreciation Delta 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 Finance & Accounting industry regulations.

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.

Environmental challenges

– Depreciation Delta 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. Depreciation Delta can take advantage of this fund but it will also bring new competitors in the Finance & Accounting industry.

Stagnating economy with rate increase

– Depreciation Delta 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.

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Depreciation Delta business can come under increasing regulations regarding data privacy, data security, etc.

Shortening product life cycle

– it is one of the major threat that Depreciation Delta is facing in Finance & Accounting sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Depreciation Delta can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate prominent markets illustrated in HBR case study Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version .

Trade war between China and United States

– The trade war between two of the biggest economies can hugely impact the opportunities for Depreciation Delta in the Finance & Accounting industry. The Finance & Accounting industry is already at various protected from local competition in China, with the rise of trade war the protection levels may go up. This presents a clear threat of current business model in Chinese market.




Weighted SWOT Analysis of Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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 Depreciation at Delta Air Lines: The 'Fresh Start', Spanish Version 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 Depreciation Delta needs to make to build a sustainable competitive advantage.



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