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<br />APPENDIX I: ASBP OVERVIEW <br /> <br />Airport Strategic Business Plan, 07/26/2021 10 <br />C. Elements of the Airport’s Strategic Plan <br />Mission Statement <br />The mission statement conveys the reason for the Airport’s existence and identifies the <br />Airport’s core competencies. The direction provided in the mission statement helps guide <br />the Airport’s policymakers and management/staff decision making, dictate conduct, and <br />shape performance on a day-to-day basis. <br />Vision Statement <br />The vision statement articulates the Airport’s aspirations and is a picture of success. <br />Values Statement <br />The values statement outlines the collective beliefs held throughout the Airport. Values <br />are enduring and will not be compromised or abandoned. <br />Market Assessment <br />The purpose of a market assessment is to provide airport management, policymakers, <br />stakeholders, and the planning team an intimate understanding of the airport, the <br />community, the industry, and the market from both a macro and micro perspective <br />Strength, Weakness, Opportunities and Threat (SWOT) Analysis <br />The purpose of a SWOT analysis is to identify and categorize actual and perceived <br />strengths, weaknesses, opportunities, and threats associated with the Airport and the <br />organization. In performing the SWOT analysis, strengths and weaknesses are internal <br />to the airport while opportunities and threats are external. The results of the SWOT <br />analysis serve to document the planning team’s understanding of the Airport and the <br />organization <br />Goals <br />A goal is a statement of a desired result, outcome, or level of attainment that needs to be <br />reached to realize the mission and vision of the Airport. A goal should be positive and easily <br />understood by the Airport’s policymakers, management/staff, and stakeholders. <br />Objectives <br />An objective is a significant step toward achieving a goal (i.e., it is a means to an end). <br />Action Plans <br />As the fundamental building blocks of the Airport’s Strategic Business Plan, the action <br />plans answer the key questions of who is going to do what, when, where, why, and how <br />to accomplish the objectives. <br />