Durango Executive Summary

Strategy Analysis

A strategic plan lays out the company’s future direction, performance targets, and strategy. In order for a company to be successful, it needs to have a clear vision and direction for the entire organization. It is hard to accomplish anything without a plan. A strategic plan looks at all the things a business could do and narrows it down to the most important and essential. The main purpose of a clear strategy is to set goals for the business and develop a plan to achieve them. It needs to create a direct and clear focus on the company’s direction and make sure the entire company is on board. It is a tool that is useful for day to day decisions and tracks progress within a company and determine where they stand.

Setting

Durango is not thinking about franchising but more of an intent of branding. Branding and name recognition is one of the most important aspects of any business large or small. It provides you with an edge in competitive markets. Branding would tell consumers what to expect from their products and services and would serve to differentiate them from competitors. They want the consumers to know that when they see the Durango label of degree of pilots they speak quality, know its dependable and know what kind of products comes out. They want to have product differentiation, standing out from the competition. Durango’s approach to success starts with how they look, dress, how the facilities look, how airplanes look, how they keep their records, everything about it. The representation of the company comes from everyone and everything within the company. Personnel is what they call “rubber meets the road” which means it’s the most important point for something or the moment of truth. Personnel is important to an organization because they understand the importance of organizational structure which the achievement of goals of a company is rely upon. How personnel especially front line personnel treats customers speaks volume about the company because they are the face of the