Silverjet

Executive Summary

Silverjet is a new British long-distance airline that operates between London (Luton) and New York (Newark), soon opening a route to Dubai (International). They aim to become the leading business-class-only operator by offering a unique customer service experience, including a private terminal, 30-minute check-in and luxurious service from booking to landing. Silverjet's strategy is to offer top quality service at low fares while keeping their costs down.

As the aviation industry is growing and becoming increasingly competitive, Silverjet finds it self competing with increasing number of direct and indirect competitors. Silverjet's policy of offering relative low cost pricing holds back competition in an industry that transports 127.4 million passengers each year from the UK alone. Nevertheless, the taxes and fuel prices are constantly growing and airlines face increasing pressures regarding technological innovation and environmental issues.

Besides the basic requirements of operating an airline, i.e. aircrafts and staff, Silverjet also has unique capabilities such as their