Airline Essays (Examples)

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Southwest Airlines Business Case Study Analysis Management

Words: 1135 Length: 4 Pages Document Type: Case Study Paper #: 81130499

Southwest Airlines has been an innovator in the airline industry. The company has steadily implemented one of the most interesting operational strategies since the company was founded. As a result, Southwest Airlines has earned countless awards rated against factors such as employee satisfaction, customer satisfaction, and profitability. Furthermore, Southwest was able to claim these awards while being able to also claim some of the lowest operating costs in the industry. Despite the company's long track record of success, it will face brand new set of challenges and risks in the coming years since the airline industry seems to be evolving. The evolution of the airline industry will be driven by rising fuel costs, slow demand, and many environmental issues. Therefore Southwest will have to be able to further refine its strategy to meet the challenges in the new continually evolving external environment.

External/Internal Industry Analysis

Threat of New Entrants --…… [Read More]

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South West Airlines it Is

Words: 475 Length: 1 Pages Document Type: Term Paper Paper #: 82416417

Not only is the airline the lowest cost operator, but is also one of the most successful airlines, which has managed to maintain the same amount of success through numerous years, winning quite a few awards for excellence and performance over the years. The success may be attributed to no small extent to the fact that there is no actual PR Department or even a Personnel Department; rather, there is a peoples department, which will take up the total responsibility of sorting out the people's problems. This gave the employees a sense of ownership in the company, and this contributes to the innate feeling of responsibility that the employees showed towards achieving success for their 'own' organization. (Leadership and Change - an oxymoron?)


Bunz, Ulla K; Maes, Jeanne D. "Learning Experience, South West Airlines Approach" Retrieved at on 17 February, 2005

Leadership and Change - an oxymoron?" Retrieved…… [Read More]

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Classic Airlines Marketing Classic Airlines Is in

Words: 657 Length: 2 Pages Document Type: Essay Paper #: 85629875

Classic Airlines Marketing

Classic Airlines is in a highly competitive market with little flexibility in terms of price flexibility, due to cost impositions in the industry. It is also faced with the complicating factor of having a highly split customer base: most business fliers travelling more frequently as individuals and willing to pay higher fares while demanding more locations, more frequent flight, fewer connections, and a higher quality of service for this premium; leisure travelers, which tend to purchase multiple tickets for a single trips (for families travelling together, etc.), are most primarily concerned about cost, and are more willing to endure connections, inconvenient flight schedules, lower levels of service and amenities, and other perks if it represents a cost savings. Ultimately, the company (like all airliners) is marketing two separate products to two different sets of people, and its marketing strategy should take this into account.

Marketing alone cannot…… [Read More]

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Southwest Airlines Business Model and Downsizing

Words: 766 Length: 2 Pages Document Type: Essay Paper #: 23454660

Southwest Airlines Business Model and Downsizing.

Southwest Airlines: Downsizing decisions

Southwest Airlines brands itself as a people-focused company. Interacting with its quirky, humorous staff has become part of the Southwest experience that customers expect when traveling on the airline. Southwest places a premium upon selecting the right people for each position at the company, with the belief that while workers can learn skills, they cannot learn to have the right attitude. When faced with the prospect of downsizing, Southwest must confront the possibility of letting go cherry-picked workers who have made a tremendous investment in the company, and in whom Southwest has made a tremendous investment in recruiting and training. "There is little airlines can do about the cost of fuel, landing fees or insurance. The big fish is controlling labor expenses, and experts say that companies must reduce costs or get better efficiency (i.e. more working hours) out of…… [Read More]

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Innovation the Airline Industry Is a Service

Words: 631 Length: 2 Pages Document Type: Essay Paper #: 94229554


The airline industry is a service industry, but one where several firms have been able to innovate their service offering. Such innovations have been to create viable low-cost carriers (RyanAir, EasyJet, Air Asia) while other innovations have led to the creation of high-service airlines (Emirates, Qatar, Singapore). In either case the process of innovation has been roughly the same for all of these companies. The first component of the map is searching. All of these companies searched for niches that were either not being served at all (such as price-focused customers in Europe and Asia) or were not being served effectively (passengers traveling on routes between Europe and Asia).

Of the six airlines mentioned above, only Singapore is a legacy carrier. The others have entered their markets in the few couple of decades, and brought with them a number of critical service innovations. After identifying a core market whose…… [Read More]

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Southwest Airlines SWOT Low-Cost Carrier

Words: 757 Length: 2 Pages Document Type: Term Paper Paper #: 29518470

"Paying market prices for a third of its fuel needs could add as much as $600 million to its bill next year, according to an analysis by the federal Bureau of Transportation Statistics," almost twice "the $313 million profit that the airline made in 2004, and well above the $440 million analysts expect it to earn this year," meaning that Southwest's main competitive threat really comes from the end of its previous business strategy. However, "Southwest is planning for the day when things get even worse. The airline is already looking at 2010, when its fuel hedges completely disappear, leaving it with a fuel bill that would be $1.4 billion higher than in 2005 - an increase equal to 20% of its current revenue - if prices stay the same as they are today. Southwest's fuel costs now average $15 a passenger, according to a study by the federal statistics…… [Read More]

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American Airlines Number 3 Airline by Traffic

Words: 580 Length: 2 Pages Document Type: Research Paper Paper #: 94092955

American Airlines is "the nation's No. 3 airline by traffic" (Spector, M. & Carey, S. April 4, 2012) and reaches "250 cities in 40 countries with, on average, more than 3,400 daily flights" (American 2012). In this analysis the booking prices for a roundtrip flight between New York: John F. Kennedy Airport and Los Angeles: International Airport will be researched.

The parameters of this exercise are designed to ensure the most consistent results. As such, "departure fares per person are in U.S. Dollars (USD), based on Round-Trip purchase" (American 2012) with a non-stop flight. Data is based on a fixed seven day trip, because changing the length of the trip impacts the rate; and the departure time each day is variable because flight times are not always available each day. American Airlines offers a First Class / Business option and an Economy option; in addition there are six…… [Read More]

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Classic Airlines and Marketing Classic

Words: 635 Length: 2 Pages Document Type: Term Paper Paper #: 56105431

Assessing Classic Airlines' Loyalty Marketing

As the financial analysis of Classic Airlines shows, the focus on pricing and off of relationships is causing the company to lose more ticket sales and growth than it enables. The customer loyalty programs also indicate how rapidly Classic is losing customers as well. All of these factors point to how dissatisfied their customers are with their service. Customer loyalty programs have an amplification effect; when relationships are good the programs soar and when relationships are bad, they come plummeting down (Dekay, Toh, Raven,.2009). What Classic must do is turn around the perception of their service as being below the expectations of customers, and embrace choose to begin auditing their performance to see where the shortcomings are (Dekay, Toh, Raven,.2009). Only by doing this can they attain a roadmap to recovery for the most loyal customer bases they have.


Like many service businesses, Classic…… [Read More]

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Economics of Southwest Airlines

Words: 316 Length: 1 Pages Document Type: Term Paper Paper #: 59240559

Economics of Southwest Airlines

A Brief Economic Analysis of Southwest Airlines Today

Southwest Airlines was incorporated in 1967 and has its headquarters in Dallas. It is a U.S. airline that offers domestic point-to-point service; as of December 31, 2004, the company operated 417 Boeing 737 aircraft, with service to 60 airports in 59 cities in 31 states (Southwest 2); the company also has at least another 261 Boeing 737-700s on order (Comerford 1). Today, Southwest has six reservations centers (one each in Albuquerque, Chicago, Houston, Oklahoma City, Phoenix, and San Antonio); in addition, the company sells credits to its business partners (these include credit card companies, hotels, telecommunications companies, and car rental agencies) (Southwest 3).

Economic Performance and Discussion

While much of the aviation industry was devastated by the terrorist attacks of September 11, 2001, Southwest has managed to maintain an even keel due in large part to the progressive…… [Read More]

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Virgin Airlines Marketing Strategy Virgin Airlines Has

Words: 694 Length: 2 Pages Document Type: Term Paper Paper #: 25191746

Virgin Airlines Marketing Strategy

Virgin Airlines has long led the way in the airline industry for its embrace of a marketing strategy that targets the middle and even low-income flyer. However, rather than position itself as an airline with an eye upon marketing itself as merely a down or middle market airline, providing peanuts to its customers rather than pheasant under glass, it instead has attempted to provide quality, almost luxurious service to its customers through the use of amenities geared to all passengers, including members of the economy class. It does so partly by with the aim of attracting younger consumers in greater numbers, as was particularly evident in its Austin Powers marketing campaign.

Virgin Blue has also stated explicitly, that regarding its research done on what flyers are looking for in an airline, Virgin Blue wants to make a genuine low fare launch offer that is available to…… [Read More]

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Capital Budgeting and Government Regulations Airline Industry

Words: 1168 Length: 4 Pages Document Type: Essay Paper #: 42796190

Capital Budgeting and Government Regulations Airline Industry


Government regulation: Why or why not

Major reasons for government involvement in a market economy

Interests of stockholders and managers: The convergence

Airline: Merger or new capital investment


For profit organizations have shareholder's profit maximization as the main aim to pursue. Traditional managerial economics expects that all projects/investments having positive net present value (NPV) shall be initiated by the business managers. However, in real life there are different impediments to carrying out all investments having positive NPV. Main limitations that may restrict future investments arise from government regulations regarding merger and acquisitions (M&A), strategic fit to organization's long-term goals, and risk mitigation measures. In this paper it is analyzed that what are the main limitations that capital investment model faces with respect to government regulations. Although, different financial ratios analysis such…… [Read More]

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Supply Chain of Southwest Airlines

Words: 935 Length: 3 Pages Document Type: Term Paper Paper #: 38344817

Southwest Airlines

Organizational Profile

Southwest Airlines is a discount airline in the United States, and is one of the industry leaders as the #3 in market share (Portillo, 2012). The company has a large network of flights around the U.S. Recently, it is has turned its back on the discount carrier model and begun to price more in line with industry norms (Martin, 2013). The company faces the same supply chain issues as any other airline. As a service entity, staffing is a major input. The company's biggest commodity worry is fuel, which is a major cost driver. There have also been recent issues with respect to parts and maintenance, which are also elements of the company's supply chain, especially with respect to the procurement of good parts (Ferrari, 2009).

Business Strategy and Structure

As noted, Southwest operates as a discount carrier in the airline business. It has recently shifted…… [Read More]

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Delta Airlines Problems With Delta Airlines the

Words: 477 Length: 2 Pages Document Type: Essay Paper #: 42989162

Delta Airlines

Problems with Delta Airlines

The data collection instrument in this case will be survey. This is due to the fact that it is the clients that will be dealt with mostly in trying to find out the challenges that affect the airline most. The survey method will also be convenient since the client will simply pick the survey form and board the plane and fill it in while traveling and drop it upon arrival in the airline's survey form collection boxes that will be stationed in all major routes.

Delta Airline survey chart

Instructions: Please assist by completing the following survey and dropping it off at our offices collection points upon your arrival.

Gender: Male Female

Survey Rating Scale

= Poor

= Fair

= Good

= Impressive/Satisfactory

How would you rate the organizational hierarchy responsibility to you as a client?

Pick a rating

How satisfied are you with…… [Read More]

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Delta Airlines Customer Care Problem at Delta

Words: 733 Length: 2 Pages Document Type: Essay Paper #: 62841953

Delta Airlines

Customer care problem at Delta Airlines

The customer care at the airline has been dotted with lots of complains from the clients over poor phone etiquette, reluctant staff, poor response to complains, lack of attention to the clients and rather spending time socializing with each other at he expense of the comfort of the clients. This has made the company have a negative publicity both online and among the clients through word of mouth (Skytrax, 2012).

The challenges that this paper seeks to address then includes how the airline can identify the weaknesses, how can the airline work on the weaknesses that there are, how can they influence the entire employees body to change the customer relations culture to correspond to the philosophy of the company which is "service from the heart"?

In order to identify the challenges that are encountered, the airline needs to solicit information from…… [Read More]

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Negotiation for Delta Airlines the Situation in

Words: 1802 Length: 6 Pages Document Type: Term Paper Paper #: 80627059


for Delta Airlines

The situation in the airline industry was already in trouble long before September 11, 2001. Major airlines like Delta was pursuing bankruptcy as an option to fight off organizational collapse caused by reduced traffic, skyrocketing expenses and potential pilot strikes for both the wholly owned subsidiary Comair and Delta's own pilots. Since deregulation, one of the only alternatives for the major airlines was bankruptcy. The terrorist hijackings on 9/11/2001, was simply added salt in Delta's wounds. This research paper is about a real-life negotiation for Delta Airlines and Comair. The report will do the following:

Identify the parties involved in the negotiation

Identify the central and secondary issues of the negotiation

Identify the interests of each party and why they care

Identify the opening positions of the parties and how they presented themselves

Identify the final position of the parties and how they evolved.

Identify key…… [Read More]

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Classic Airlines in Today's Competitive Business World

Words: 647 Length: 2 Pages Document Type: Essay Paper #: 73605724

Classic Airlines

In today's competitive business world, few businesses would argue that it is vital to maintain a good relationship with current customers while working constantly to gain new ones. This is particularly so in the airline industry, where both environmental and corporate climate issues have created an environment in which increased profits have become a challenge. Hence, entities such as Classic Airlines (CA) have found themselves challenged to maintain a steady corporate culture while also investing in the constant marketing required to compete viably with other players in the market

Two of the challenges the airline has been facing include overexpansion and the rising costs of operation (Classic Airlines Problem Solution, 2009). In addition to its 32,000 employees, the company experienced a 19% decrease in Rewards members and a 20% decrease in flights. In addition, the 18 months/15% cost reduction mandate implemented by the Board of Directors resulted in…… [Read More]

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E-Mail Marketing Campaign Delta Airlines Www Delta Identify

Words: 1433 Length: 5 Pages Document Type: Essay Paper #: 3062330

e-mail marketing campaign Delta Airlines ( identify: • Among existing Delta Skymiles members visit Sky Club • Would attend Sky Club membership lower, $100 current $300.

E-mail marketing campaign for Delta Airlines

Delta Airlines is a reputable organization, a leader in the airline services industry. Still, it has to recognize that the societies are rapidly evolving and that a massive part of this development is due to the advancements in the community of Information Technology.

IT was initially an isolated preoccupation, but it gradually became transformed into the most popular development of the modern day society. IT applications and features impact all aspects of the every day life, from the preparation of the meals to the completion of the professional tasks.

Within the organizational climate, Information Technology and Communication is present at all levels and influences all types of operations, from the management of the staff members, to the completion…… [Read More]

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Price Elasticity Airlines the Piece Airlines Try

Words: 868 Length: 2 Pages Document Type: Essay Paper #: 49186264

Price Elasticity Airlines

The piece "Airlines try cutting business fares, find they don't lose revenue" explains how major airline firms in 2002 cut their business travel fares in an attempt to generate more business "and bring back business travelers who are staying at home, buying in advance or running to discount airlines" (McCartney, S. November 22, 2002). Of particular interest in this dynamic is the effect on total revenue generation resulting from the decrease in prices. Pricing logic might suggest that a decrease in fares would produce a loss in revenue however, in the case of Continental Airlines a fare decrease on a flight from Cleveland to Los Angeles from $2,000 to $716 resulted in Continental generating revenues equal to those at the previous higher rate, while gaining market share (McCartney, S. November 22, 2002). The rationale for this outcome can be explicated by the economic principle of price elasticity…… [Read More]

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Jetblue Weakness the Airline Industry Is One

Words: 580 Length: 2 Pages Document Type: SWOT Paper #: 75706655

Jetblue Weakness

The airline industry is one that has rapidly evolved both with regards to technology and product offerings. This paper argues that technological advancements, deregulation and competitive pricing and marketing strategies are what have driven change in regards to JetBlue. The paper goes on to explain how each of these factors affects and drives change in the other three. Deregulation occurred to increase competition; competition in turn affects innovation in marketing and pricing as well as technology. This process however has no specific order with regards to where the change starts as innovation and competition can effect the market at large. One primary weakness of Jetblue is the advent of the Internet. The brick and mortar travel agencies became basically obsolete as more and more passengers began choosing the cheaper online alternative. This new technology cut out the middleman, and also allowed airline industries to diminish their own costs…… [Read More]

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Sustainability Report for an Airline

Words: 2998 Length: 10 Pages Document Type: Term Paper Paper #: 36100853

Organization Behavior

Sustainability Report for Lufthansa Airlines

Sustainability Report

Sustainability Report for Lufthansa Airlines

The purpose of this report is to analyze and discuss the sustainability practices and efforts of one of the leading airlines of the world -- Lufthansa Group. Every organization incorporates some sustainability practices that show its concern for the society it serves and the environment in which conducts its business (Bleischwitz & Hennicke 2004). Through this paper, an attempt has been made to discuss the key sustainability practices which Lufthansa Group has adopted for proving itself as a socially and environmentally sustainable organization. The paper starts with a brief introduction to the organization and then highlights its major sustainability efforts. The later sections discuss the two most important sustainability practices and give recommendations on how this organization can improve these practices in the light of business sustainability models.


Lufthansa Group is one of the…… [Read More]

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FAA's Conflict With American Airlines

Words: 1198 Length: 4 Pages Document Type: Essay Paper #: 95076569

FAA's runnings-in with American Airlines shows all the problems of organization that the government faces as well as quite accurately point to the truth of the sentence that the people come last. And yet this sentiment may not be as precisely accurate as seen in first impressions since the FAA's intentions in procrastinating the airline was ultimately for the safety of the people. The only problem was the way in which it was done, indicating all the limitations involved in government organization.

The case study reports that in 2008, the FAA decided to make longstanding evaluation and repairs on the wiring specifications of American Airlines. Federal inspectors had long ago discovered that American Airlines had failed to comply with Federal Aviation Administration (FAA) wiring safety requirements that groups of wires need to be tied tightly together at intervals of more than an inch. The surveillance, which should have been done…… [Read More]

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Southwest Airlines What Types of Budgets Would

Words: 1551 Length: 5 Pages Document Type: Essay Paper #: 13772629

Southwest Airlines. What types of budgets would you recommend for the company? Why?

Currently, the type of accounting standard that is being utilized by Southwest Airlines is Generally Accepted Accounting Principals (GAAP). This is the basic benchmark that has been implemented by many U.S. companies to more accurately account for: their budgets, expenses, assets and liabilities. Over the years, it has become common for most corporations to follow these different standards. ("2010 Annual Report," 2010) ("Generally Accepted Accounting Principles," 2011)

However, Southwest takes this process one step further by also including Pro Forma accounting standards as an alternate way of evaluating the company. This is when you are anticipating that certain events have occurred in the future and are listing them as revenues in the current quarter (such as: future earnings on a large contract that was signed). The idea with using this approach is to see how these revenues…… [Read More]

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Southwest Airlines' Culture Continues to

Words: 812 Length: 3 Pages Document Type: Case Study Paper #: 97797981

There are many examples of this throughout the company's history, all pointing to the fact that employees who have a strong sense of ownership and wiliness to sacrifice for the greater good. Southwest's ability to translate cultural values into financial performance while embracing, even attacking change, in their industry is what fuels their profitability. Through the worst recession in 40 years, Southwest has been able to generate positive Return on Investment (ROI), Return on Assets (ROA), and Return on Equity (ROE).

Sustaining and Strengthening the Culture Given Strategic Decisions Made

The case study shows that while Southwest excels with their culture from a purely customer service standpoint, their leadership and management of maintenance, repair, overhaul and support has been a weakness that in 2007 became a liability. Southwest had failed to create a culture of transparency and accountability to the point of whistle-blowing in its maintenance organizations. As a result…… [Read More]

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Southwest Airlines Luv Discuss the

Words: 1118 Length: 3 Pages Document Type: Assessment Paper #: 12966953

More specifically, since Southwest invests heavily in both training and the "attitude" of its employees, the fact that all economically motivated employee separations are voluntary buyouts allows the company to protect that investment.

A happy workforce is more productive, which further helps the company manage its costs. Compared to the industry average, Southwest serves more than twice as many customers per employee and gets by with 8% fewer employees per plane. Moreover, the company's all-hands-on-deck approach allows it to turn its planes substantially faster than the competition, getting these extremely expensive assets back into the air where they can generate revenue.

4. Given the strategic decisions in the case, recommend actions that management should take to sustain/strengthen the culture (or implement a change), based on the situation given.

In the face of recent safety-related setbacks to the company's previously unblemished brand, both employee and public confidence in the maintenance system…… [Read More]

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Communication Dear Jet Express Airlines This Letter

Words: 847 Length: 2 Pages Document Type: Essay Paper #: 97684035


Dear Jet Express Airlines:

This letter is to inform you of my complete dissatisfaction with your customer service, which resulted from my recent experience of booking a trip through your company. Jet Express Airlines came highly recommended to me by a trusted colleague, and so I turned to your company when booking a recent trip. The trip was to be both business and personal in nature, and involved several different flights to different locations on different days. I made the reservations over the telephone, as I thought this would be the quickest and easiest way to book a complicated trip, since I would have the advantage of talking with a real human being. I also hoped that booking a trip directly through your company would be more cost effective than booking it through a travel agent.

Upon my initial call, things seemed to go well. I spoke with a…… [Read More]

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Virgin Airline Company

Words: 1159 Length: 4 Pages Document Type: Marketing Plan Paper #: 76135964

Virgin Airlines -- Financial and Strategic Assessment

Financial Assessment

Virgin America has quickly established itself as one of the premier airlines operating throughout North America, generating $760M in Operating Revenues as of the close of its latest fiscal period reporting a Net Loss of $19M and operating margin of -1.6%. As Virgin competes in a very price-driven and capital-intensive industry, their latest financial results the exceptionally high pressure on new entrants into commercial aviation. Their latest financial results are shown in Appendix A: Virgin America Consolidated Statement of Operations and Appendix B: Comparative Operating Statistics, both obtained from the company's website.

Analyzing their financial condition indicates just how challenging the launch and successful operation of an airline is. Their fuel costs increased 66.9% for the nine months between September 30, 2010 to September 30, 20112, and Aircraft Maintenance increased 51.5% in the same period. Both of these figures are shown…… [Read More]

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Southwest Airlines Southwest's Emphasis on

Words: 866 Length: 3 Pages Document Type: Term Paper Paper #: 17963125

Margins have fluctuated and are down, indicating short run cost control failure. However, company performance in the long run is strongly attributable to the corporate culture. Southwest has had consistent performance since its inception, despite many swings in the fortunes of the industry overall. This indicates that management fostered a culture that over the long run will drive customer loyalty and will drive steady, incremental cost reductions. Success for Southwest is not measure in short-term results so much as long-term and on that measure the culture has contributed to a long run of success for Southwest.

One of the strategic decisions in the case is how to deal with the declining revenue environment. The airline industry has struggled in recent years leading to industry-wide cost reductions. To address this issue it is recommended that Southwest simply ride it out. The corporate culture has been a source of value for the…… [Read More]

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Financial Report for Southwest Airlines

Words: 588 Length: 2 Pages Document Type: Term Paper Paper #: 586390

Accounting Framework

The reclassification of this expense from an aggregated category to a specific one, Fuel and oil expense, reflects a shift in how hedging will be done in the future within Southwest. Hedging was treated as a pre-emptive financial strategy within the air carrier, often managed completely off the Income Statement and included in accrued or long-term liabilities (Carter, Rogers, Simkins, 54). Given the market-to-market impact of fuel contracts being negative ($73M in 2009 per the annual report) and the ineffectiveness of fuel hedges settling in future periods of -$97M the net effect on the company's profitability will be a -$54M reduction in asset valuation. This is compared to a $92M valuation in 2008. This significant shift in the valuation of hedging contracts led to the redefinition of the expense category as well.

Lessons Learned

Despite the losses incurred by Southwest with their hedging strategies in 2009, the results…… [Read More]

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Service Quality of Singapore Airline

Words: 1774 Length: 6 Pages Document Type: Article Review Paper #: 95444893

Service Quality of Singapore Airline

The focus of this work in writing is the examination of the SERVQUAL model as it applies to a case study of Singapore Airlines in regards to service quality and the application of a conceptual model of service quality. This study will additionally explain the gap in service quality between firm and customer.

The work of Prayag and Dookhony-Ramphul (2010) report that the SERVQUAL model "is still the most widely used scale for measuring service quality. The SERVQUAL scale has been applied to airlines, hotels, financial services, health care, and the public sector." (p.3) Buttle (1995) reports that SERVQUAL makes provision of a technology "for measuring and managing service quality (SQ). Since 1985, when the technology was first published, its innovators Parasuraman, Zeithaml and Berry, have further developed, promulgated and promoted the technology through a series of publications." (p.8) It is reported that the ABI/Inform…… [Read More]

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Boeing and Airbus the Airline Industry Is

Words: 834 Length: 3 Pages Document Type: Essay Paper #: 6500039

Boeing and Airbus

The airline industry is very large and complex but provides important services to the world economy which helps sustain development and provide connections to people across the globe. The purpose of this essay is to examine two corporations, Boeing and Airbus, and compare and contrast their competitive strategy within the airline industry. After discussing these approaches, this essay will suggest some alternative strategies that may be beneficial to both of these organizations.


According to its website, Boeing "is the world's leading aerospace company and the largest manufacturer of commercial jetliners and military aircraft combined. Additionally, Boeing designs and manufactures rotorcraft, electronic and defense systems, missiles, satellites, launch vehicles and advanced information and communication systems. " Boeing plays a significant role in the security of our national interests as well. Boeing is a major service provider to NASA and is the prime contractor for the International Space…… [Read More]

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Market Research Assessment of Airlines'

Words: 580 Length: 2 Pages Document Type: Term Paper Paper #: 87591157

service (Huse, Evangelho 2007). What is needed is more concentration first on the objectives of the study in light of the planes' proposed reconfigurations' increasing full service relative to low cost. Once that hypothesis in conjunction with a pricing analysis of how much those loyal business leader travelers on the airline today are willing to pay, then a more accurate research design can be developed.

Following a clarification of the research design and hypothesis, the research team needs to also consider attitudinal and psychographic research in addition to purely looking at the economics of pricing as it relates to providing greater services on their jets in the form of meeting areas. Specifically looking at what business leaders consider to be exceptional service offerings relative to their baseline levels of expectations is critical to see if the inclusion of tables is even in their set of preferences or minimum expectations (Enquist,…… [Read More]

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Delta Airlines Marketing Assessment the

Words: 783 Length: 3 Pages Document Type: Thesis Paper #: 31581081

Throughout the uses of their website by these three dominant segments, Delta is also capturing click stream data to see how they can anticipate and better improve the automated processes on their website as well. Using technologies developed by DoubleClick and Overture from Yahoo in addition to those from Google, Delta is learning how to better define the navigational points on their website to better serve the three dominant customer segments they target today. They are also learning more intensive information about each of these three segments through the analysis of click stream data as well. Delta has an ethical and legal responsibility to manage this data in a secure and private environment to ensure it is not sold by employees or worse, stolen and used by competitors or marketers in related companies. Delta has an intensive it security strategy that seeks to protect the confidentiality of its customers on…… [Read More]

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Pacific Southwest Airlines PSA Flight

Words: 3262 Length: 10 Pages Document Type: Term Paper Paper #: 73454523

Hans Wendt, a staff photographer with the San Diego County's public relations office, who was covering an outdoor press event in North Park at the time of the accident, took two dramatic post collision still color photographs of the falling Boeing-727 trailing blue-and-white smoke streaking from its right wing while plunging towards the ground. They appeared in several publications around the world including the cover of Time magazine. Another television cameraman, covering the same event in North Park, also managed to capture footage of the falling Cessna wreckage.

Cause of the Crash

Probable Cause: According to the official majority findings of the National Transportation Safety Board (NTSB), the probable cause of the accident was:

the failure of the flightcrew of Flight 182 to comply with the provisions of a maintain-visual-separation clearance, including the requirement to inform the controller when they no longer had the other aircraft in sight. ("Aircraft Accident…… [Read More]

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Southwest Airlines the Capital Asset Pricing Model

Words: 494 Length: 2 Pages Document Type: Essay Paper #: 73749672

Southwest Airlines

The capital asset pricing model (CAPM) is a method that is commonly used to determine the cost of equity for a company. The formula for CAPM is:

Investopedia (2012)

According to MSN Moneycentral (2012), the beta for Southwest Airlines is 1.13.

The risk free rate, based on the one-year Treasury yield, is 0.17% at present (U.S. Department of the Treasury, 2012). We are assuming a 7% market risk premium, as is customary.

This results in a CAPM calculation as follows:

Ra = Rf + ? (Rm-Rf)

Ra = 0.17 + (1.13) (7)

Ra = 0.17 + (7.91)

Ra = 8.08%

Therefore, according to CAPM, the cost of equity for Southwest Airlines is 8.08%.

This cost of equity is about what would be expected. Southwest is a relatively stable firm that seldom has massive swings in earnings, despite being an airline. If the historic average cost of capital for…… [Read More]

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Entrepreneurship Airline Security Checks Have

Words: 512 Length: 2 Pages Document Type: Essay Paper #: 368252

Answers to questions:

1) Yes, in Israel at Tel Aviv. I have no idea if this was effective, but they seem to avoid major problems.

2) No, I would probably feel more comfortable.

3) I believe that it is ethically and morally acceptable. People's individual privacy rights do not trump the security rights of large groups of people. I am not a Constitutional scholar so cannot answer that part of the question.

4) Yes, I would pay that fee since I travel a lot

5) I would give the personal information. Such a system for the U.S.-Canada border has proven successful.

6) I would have to cross that bridge when I come to it.

7) Fast pass system works well, because it is faster and I would receive preferential treatment.

My pivot is that people do not value personal privacy as much as is sometimes made out. Instead, people seem…… [Read More]

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Five Forces in the Airlines

Words: 788 Length: 2 Pages Document Type: Term Paper Paper #: 5611016

Legacy Carrier Response:

Customer loyalty from years of traveling continues 10% of total traffic; not enough to propel the company into profitability.

Regional route strategies focused more on price protection vs. price competition relative to competitors.

Threat of New Entry - This is the factor in the five forces analysis that illustrates the threat of new competitors entering the markets served by both discount and legacy carriers. Examples of this would be the low-cost jet taxi services based on Eclipse Aviation's smaller and more fuel-efficient jet.

Discount Carrier Response:

Competitiveness in routes on price and availability of flights challenges the entrance of low-price competitors.

Low-cost, highly verticalized air carriers tend to focus and excel on one specific geography, as Southwest does in the U.S. And Ryan Air, Berlin Air, and others do in Europe, and JetStar in Australia.

Legacy Carrier Response:

Battling new entrants by using aggressive pricing strategies only…… [Read More]

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Sw Airline Case Study There

Words: 1319 Length: 4 Pages Document Type: Case Study Paper #: 78885229

That is primarily due to the spirit of teamwork the company instills on human workforce. Another reason for success in this regard is the maintenance of certain rules and principles followed by everyone: the CEO, Vice-Presidents, pilots, flight attendants, and receptionists. For example, flight attendants do not necessarily wait until people from a specific department come in and clean up the plane seats; they do the task on their own if they have to. Pilots start carrying bags if they see there is a need for that. They do not as, a general rule, avoid responsibility, which allows different parts of HR systems work together. SW also ensures teamwork that avoids conflicts between different parts by encouraging cross-departmental collaboration and training. For example, pilots participate in the recruitment process, helping to hire other pilots. SW developed a dynamic training program to ensure smooth HR management across different systems. New flight…… [Read More]

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Southwest Airlines Following Kelleher as

Words: 570 Length: 2 Pages Document Type: Case Study Paper #: 73449216

At YUM Brands, this internal environment is characterized by an organizational culture focused on the role of people in the attainment of the organizational goals and objectives. The Yum Brand managers then recognize their employees as the most valuable assets and strive to increase their on the job satisfaction.

"We believe that our customers' experience will never exceed that of our team members. For that reason, our Dynasty Model starts with our people. We know that people don't just play a role in our success -- they are the reason for our success. Our corporate values -- what we call our How We Win Together principles -- are built around a "People Capability First" philosophy and lay the groundwork for the way we team together every day" (Website of Yum Brands, 2012).

Despite the positive attitude embraced by the Yum Brand executives, fact remains that the brands are spread out…… [Read More]

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Google or Southwest Airlines Describe the Company's

Words: 1772 Length: 5 Pages Document Type: Essay Paper #: 17636543

Google or Southwest Airlines

Describe the company's overall people management strategy

Google has been a fabulous high-energy, quick paced employment setting (, 2009). Google workers (known as Googlers, within Google's jargon) work really hard, however have a great time simultaneously. The Mountain View, CA headquarter features a university campus-like atmosphere in which the benefits of creativeness as well as innovation have been extolled. Google utilizes its company servicescape and company tradition and conditions to make a casual 'value-added' atmosphere (Murari, 2004). In Googelplex workforce's workspaces have been filled with uniqueness, and also the environment has been calm. There has been neither dress policy nor official everyday group meetings (Lashinsky, 2007a). Googlers can enjoy seaside volley ball, foosball, video games, billiard tables, ping pong, as well as roller hockey around the grounds, which tends to make this particular young populace really feel like they happen to be, even now, at a…… [Read More]

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Southwest Airlines

Words: 2977 Length: 6 Pages Document Type: Term Paper Paper #: 57092356


An Examination of Southwest Airlines

Globalization and Technology

Improving Returns

Application of the I/O Model

Application of the RBV Model

Mission and Vision Statement

Stakeholder Influences

Southwest Airlines has been one of the aviation industry's success stories; founded in 1967 the airline pioneered the low cost carrier model, and grew organically leveraging a first mover advantage (Morrison, 2001). The airline now operates approximately 3,600 flights every day, employees 45,009 staff and with the acquisition of AirTran in 2011 it became the largest domestic U.S. carrier (Southwest Airlines, 2014). The airline has grown, but in recent years the airline industry has seen significant constraints on growth due to the maturity of the industry in the U.S. along with the economic influences constraining growth (IATA, 2014). However, this does not mean there is not room for growth; to assess ways in which the firm may improve and understand the position of…… [Read More]

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Effects of Airline Deregulation on Aviation Safety

Words: 3017 Length: 8 Pages Document Type: Term Paper Paper #: 72616228

Airline Deregulation on Aviation Safety

This paper looks at the deregulation and the impacts it has had on the aviation industry. It details the changes that have taken place since deregulation act became effective. The main focus of the paper is safety in the aviation industry whereby the various maintenance procedures have been discussed shading light on the importance of carrying out the right maintenance to guarantee safety of the aircraft personnel and the travelling public. Training of the personnel being the most important aspect in ensuring safety standards are met have also been widely looked into and discussed, detailing the need for qualified and competent crew. In conclusion the safety evaluation measures have also been stated and an analysis of how they are carried out across the globe has been widely discussed with safety being the main focus.


The airline industry has witnessed a significant change over the…… [Read More]

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Emirates Airlines PESTLE AND SWOT Analysis

Words: 5075 Length: 17 Pages Document Type: Essay Paper #: 25084866

A strategy is defined as a plan of action intended to accomplish a specific goal. Strategy encompasses attaining or at least attempting to attain to gain, a competitive advantage over rivals. According to Porter (1996), differentiation takes into account being different in the choice of a dissimilar mix of activities to provide a product or service. Furthermore, a strategy is a decision which will make a significant difference to the longstanding performance of an organization.
Emirates Airlines is one of the major airlines not only in the Middle East but also across the world and its center of operations is situated in Dubai, within the United Arab Emirates. Emirates Airlines is owned by the Investment Corporation of Dubai, which is an entity of the government of Dubai. However, the operations of the airline run on a commercial basis and the business does not obtain any kind of financial support…… [Read More]

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A Modern Airline

Words: 5271 Length: 18 Pages Document Type: Business Plan Paper #: 84831172

Yolo Airlines is a low-cost airline carrier that conducts its airline operations in the United States. The business operations are based on a low-cost structure and the airline is able to generate high returns as a result of the unique business model and efficacy in its strategic operation. The vision of the company is to become the most superior low-cost carrier airline in the United States market that provides not only a distinctive experience to all consumers but at the cost-effective rates for the products and services rendered. On the other hand, the mission of the company is to provide consumers with a cost effective product offering in terms of flights to different regions in the United States but at the same time offer them with services that match their high lifestyle in terms of comfort and also convenience. Unlike other airlines in the industry that utilize a…… [Read More]

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Impact of Fue Hedging on Airlines Profitability

Words: 5008 Length: 15 Pages Document Type: Literature Review Paper #: 36694015

Fuel Hedging and Airline Profitability -- Literature Review

Airline operations are usually affected by several factors, especially the prices of oil and exchange rates since they have the capability of making things more complex. Fuel prices are some of the major risks that generate complexities in the operations of airlines and have considerable impacts on airline profitability. Consequently, airlines develop and adopt several measures for risk mitigation in order to enhance their profitability. Fuel hedging is one of the risk mitigation strategies adopted by airlines to help lessen operational risks and enhance profitability. The significance of fuel hedging as a risk mitigation strategy for airlines is evidenced in the volatility of fuel prices. As airlines constantly adopt this risk mitigation strategy, numerous studies have been carried out to examine its effectiveness. Existing literature examines the economic sense of fuel hedging with regards to the role and impact of this strategy…… [Read More]

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Southwest Airlines

Words: 5173 Length: 19 Pages Document Type: Term Paper Paper #: 73527022

Southwest Airlines

Before 1978, the federal government regulated the U.S. airline industry. Airlines were given profitable routes but were also obligated to serve unprofitable routes in the public's interest. Increases in airline costs were routinely passed along to customers due to the lack of price competition.

In 1978, the airline deregulation act enabled airlines to set their own fares and enter or exit routes without government approval (Lam, 2003). The major airlines responded by dropping the unprofitable routes, in favor of the more profitable ones that were the long haul flights between big cities. Short haul flights still operated, but only as feeder flights to the major airports where the long haul flights departed from. In many cases, passengers had to fly short haul to a hub airport, then connect to another hub airport and take another flight to reach their final destination.

Deregulation allowed smaller regional airlines to expand…… [Read More]

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Study on Improvement of Low Cost Airline in Thailand

Words: 11802 Length: 40 Pages Document Type: Dissertation or Thesis complete Paper #: 57365723

Low Cost Airline in Thailand

The Study on Improvement of Low Cost Airline in Thailand

Geography of Thailand

Nature of Airlines

Variables under Study

The Profitability of Low Cost Airlines in Thailand

Thai Economy

Operating Results, Selected Airlines, Financial Year 1999

The Economies of Scale Attained By Airline Industry

Human Resource Practices

The future of low cost Thailand Airlines

Contrasting Qualities of State Owned and Non-State Owned Airlines

The Study on Improvement of Low Cost Airline in Thailand

Thailand is a global source for customers seeking cheap labor or material inputs. The country is rich in natural resources -- tin, rubber, natural gas, tungsten, and timber being a few examples. The country is a major source for agricultural products1a.

Thailand also has an abundant supply of low-skilled labor with high participation rates in the workforce 86% for males and 67% for females in 1995. At the same time, the country…… [Read More]

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U S Airline Industry Airline Industry Structure of

Words: 3159 Length: 10 Pages Document Type: Term Paper Paper #: 59198607

U.S. Airline Industry


Structure of the Industry

Deregulation Act of 1978

US Airline Industry During the 1980s

US Airline Industry During the 1990s

The Next Decade for the U.S. Airline Industry

Post 9/11


Issue of Fuel

Hurricane Katrina

Future for the Global Airline Industry

Airline Industry worldwide in general and United States in particular has played a central role in stirring the growth of the world economy. With USA appearing on the world map as one of the most developed nations in the world, it's Airline Industry and its growth and now its current travails provide us with interesting insights and a case study as to how an industry can grow tremendously supported by government actions as well as market forces and then major external factors mainly political and economic can affect the progress of overall industry.


The research is conducted mainly from the websites.

CONCLUSION…… [Read More]

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Emirates Airlines Porters Five forces analysis

Words: 2627 Length: 9 Pages Document Type: Essay Paper #: 92557311

Porter’s Five Forces Analysis
Porter’s five forces model is a tool that is utilized to analyze the competitive environment within which an organization or a product operates. There are five particular forces including the threat of entry, the bargaining power of suppliers, the bargaining power of buyers, threat of substitutes and rivalry amongst existing competitors. The threat of new entry delineates how simple it is for a new entity to enter into the airline industry. The higher the threat of market entry, the worse it is for existing rivaling organizations in the industry. The threat of substitutes encompasses the magnitude of existing products or services that offer similar benefits to the products or services. With regard to the bargaining power of buyers, if the buyers have significant power they can demand cheaper prices or opt for other products, which can hamper the profits generated. Bargaining power of suppliers implies the…… [Read More]

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Success Strategy Employed by Southwest Airlines

Words: 3353 Length: 10 Pages Document Type: Business Plan Paper #: 62359590

Southwest Airlines began as an ambitious company by offering flights from Love Field Airport Dallas to Houston and San Antonio. It began modestly with just three planes and three Texan destinations and currently owns hundreds of planes and flies millions of people to many cities. Even though Southwest was operating in a sector of the economy that was known at that time for its bankruptcies and huge financial losses, the firm reported its 38th straight profitable year in 2010 (The Saylor Foundation, 2014).

The company started its operations in 1971 at Dallas Love Field airport after winning a 4-year court case against two local airlines, Texas International Airlines and Braniff, which are now defunct. The two firms argued before a Texas law court that there was insufficient demand to sustain three intrastate airlines. The legal and later bruising pricing battles between Southwest and the two other firms forced it to…… [Read More]

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PR Proposal to an Airline

Words: 2735 Length: 10 Pages Document Type: Term Paper Paper #: 82645213

PR proposal for revitalizing the public image of United Airlines. It has 9 sources.

The airline industry has always been susceptible to terrorist events such as hijacks. Depending upon the magnitude of the terrorist act, the airlines functioning in the industry are pointed fingers at for having an infrastructure allowing a breach in security. A relatively small event of an airline being hijacked may only target the particular airline for blame. However, a terrorist event with magnitude as great as September 11, the whole airline industry functioning is targeted for blame. Therefore it is the responsibility of the airlines functioning in the country to coordinate efforts, resources and programs in order to implement a greater level of security of passengers. Provisions to eliminate the probability of terrorist activities must be made by each airline in the industry.

The aforementioned are the tangible provisions airlines must introduce to counter the tangible…… [Read More]

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Economic Profile of the Airline

Words: 2335 Length: 7 Pages Document Type: Term Paper Paper #: 39289430

Not only are they crucial for the movement of people, but they are crucial for the rapid movement of time-sensitive goods. Therefore the government has an interest in the survival of the industry. Government can and has involved itself through monetary policy in sustaining or resuscitating struggling airlines in order to maintain the overall strength of the industry.

Taxation is another area where governments affect the industry. This again relates to the tight margins, as taxation represents a key expense for airlines. Changes in the tax regime directly affect airlines' after tax profits. The government can encourage or discourage the industry based on its taxation policies. The IATA believes the airline industry to be more heavily taxed than some of its substitutes, and has an entire program to deal with the issue of taxation, highlighting taxation's relevance to the industry.

Another way in which fiscal policy can impact the industry…… [Read More]

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Southwest Airlines

Words: 1912 Length: 6 Pages Document Type: Case Study Paper #: 76884957

Southwest Airlines

Since its inception, Southwest Airlines has grown significantly to become one of the most reputed, low-cost, and longest-standing airline that offers the largest number of domestic flights within the United States. For more than four decades now, the company has been able to sustain its appeal to consumers and its low cost originator image, even though that discernment and view has now become more of an old tale than the present reality. The airline company has done well to increase and improve its market base all over the United States; however, it lacks presence in the international market.

SWOT Analysis is a valuable and convenient tool employed for understanding a firm's strengths and weaknesses, identifies the opportunities available for the organization and the threats it faces. In the business realm, an organization can utilize this technique in order to attain a sustainable share in the market. The company…… [Read More]

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Aviation Marketing Airline Sky Miles

Words: 2476 Length: 9 Pages Document Type: Term Paper Paper #: 18676427

4. Effects upon the airline industry

Sky miles were initially granted to customers in order to attract them. From their emergence up to present times, the sky miles have developed in form and usage possibilities and are now features that influence the global airline industry. Their effects are best represented in two directions. First of all, air miles increase customers' satisfaction in regard to the issuer's products and services. Secondly, they influence the airline industry in the meaning that they increase the competition among airline companies.

Increased customer satisfaction

Air miles are a most efficient means of attracting customers, familiarizing them with the company's products, services and policies and increasing their fidelity to the issuer. The concept is based on the reward strategy and the sky miles are presented as the company's reward for their customers.

Being granted additional traveling opportunities, customers become more content with the airline company and…… [Read More]

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Southwest Airlines Social Media Using

Words: 3506 Length: 10 Pages Document Type: Case Study Paper #: 92272980

Only a small percentage of flights are booked using travel agents. The primary means for customers to purchase tickets is directly from the airline over the phone or online at the company's website Using this method, customers have access to offers that are only available on the web.

Southwest's marketing campaign is based on setting itself apart through branding. For instance, Southwest uses a "cattle call" method of seating. Customers are not assigned seats, but board in three groups according to arrival time. This allows the airlines to board passengers more quickly. In addition to this key difference, Southwest allows passenger to change reservations without incurring any additional costs, as with other airlines. However, Southwest does not offer same-day standby on a different flight. This service is usually free on other airlines without upgrading.

Southwest is the bare bones carrier. They offer Snack Packs of prepacked goods instead of…… [Read More]

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US Airways and American Airlines Merger Essay

Words: 2687 Length: Pages Document Type: Paper #: 21177447


In early 2013, the merger between US Airways and American Airlines became official, and by April 2015, the final regulatory hurdle – FAA approval - had been cleared (Maynard, 2013; Holmes, 2015). The merged airline had significant strategic implications, including US Airways leaving the Star Alliance (Maynard, 2013). The implementation at the time the deal was announced was expected to take between 18 and 24 months, and that time frame remains valid – FAA approval is a precursor to the final operating merger between the two airlines.

The deal was announced in early 2013 was yet another in an ongoing round of consolidations within the US airline industry. The deal was worth $11 billion, and was structure shortly after American emerged from bankruptcy proceedings (Isidore, 2013). American was losing market share prior to the deal, and US Airways was vulnerable as one of the smaller domestic carriers, so there…… [Read More]

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Singapore Airlines

Words: 2261 Length: 8 Pages Document Type: Marketing Plan Paper #: 2020029

Marketing Plan

Singapore Airline is one of leading airlines companies in the industry for several decades. Its dual strategy of providing excellent services and keeping cost-effective has helped it to earn substantially profitability and enlarge its market continuously. This essay will firstly discuss the external and internal environment of Singapore Airlines through several aspects, such as company description, social economics data, strength, weakness, opportunities, and threats, product and services etc. Following this, it will explain market target and channel relations of the organization, such as the target customers, branding, channel relationships, relation building, market growth and strategies, etc.

External and Internal Environment

Company description, structure, reputation and history

Singapore Airlines Limited (SIA), which is emerged from 1972, is the national airline company of Singapore that operates major routes globally, with a strong market at Southeast Asia, South Asia, East Asia, and "Kangaroo Route." The history of SIA could be dated…… [Read More]

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Strategic Analysis of the Southwest Airlines By

Words: 1899 Length: 6 Pages Document Type: Essay Paper #: 35022121

strategic analysis of the Southwest Airlines. By examining the SWOT analysis of the Southwest Airline it is concluded that the best strategy for the company is the low cost leadership strategy because the competitive advantage that Southwest Airlines enjoys is its low operating cost. The company has to plan its future tactics keeping in mind the cost-cutting phenomenon; this will help the company to sustain its position. The recommendation for the company is to continue the provision of service at low price and improve employee management relationship for a better and coordinated implementation of the strategies.

Southwest Airlines is the largest airline company with the lowest cost present in the United States. It was established in 1967 and since then it has continued its strategy of cost minimizing efficiently. In this paper, the focus is on the specific strategy of the Southwest Airlines. From the Porter generic strategies, Southwest Airlines…… [Read More]

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Southwest Airlines Culture and Management

Words: 3718 Length: 9 Pages Document Type: Thesis Paper #: 39418200

As the value proposition that the company was based on, the attractiveness of flying when it is equal to or less than the cost of gasoline for the comparable trip has helped to create a unique niche for this airline. Their reliance on regional airports within 500 miles of each other has also contributed to the unique value proposition being realized for millions of customers a year.

Southwest Airlines Internal Analysis

SWA is well-known for its ability to keep costs down by concentrating on smaller, less expensive and less congested airports in conjunction with relying only on one type of aircraft, which is the Boeing 737. It has been well-documented that SWA achieves significant training and maintenance cost reductions as a result of relying on a single type of plane (Southwest Airlines Investor Relations, 2009). Standardization on a specific type of jet has also enabled the company to streamline and…… [Read More]

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Spirit Airlines Milestone Three Business Opportunities

Words: 1949 Length: 6 Pages Document Type: Case Study Paper #: 61925938

Taking into consideration Spirit Airline’s current financial position and operational factors, a specific cost-cutting investment will be proposed in this paper. It is important to note, from the onset, that to remain relevant in an increasingly competitive business environment, entities must continuously embrace approaches that not only enhance their efficiency, but also reduce their costs. This is more so the case in the Airline business where competition for passengers continues to be tough – with entities adopting various strategies to win over the said passengers.
An ultra-low-cost carrier, Spirit Airlines remains one of America’s most competitive commercial airlines. To guarantee its place on this front, the airline ought to further cut its costs. This would effectively cement the airline’s position as the cost leader in the industry. In the words of Beers (2018), “the major expenses that affect companies in the airline industry are labor and fuel costs.”…… [Read More]

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Singapore Airlines

Words: 2673 Length: 10 Pages Document Type: Article Review Paper #: 33128636

Learning Journal

In the second week, we decided to carry out a marketing audit assignment for Singapore Airlines. The members were requested to carry out a research on the basic information as well as background on the company and the airlines industry in general.

The Areas to look at: competitors; services; suppliers; new product offerings; market process; how the company get its new customers as well as maintain the existing ones;the relationship management system;; integrated approach or separate; fulfillment management; does the company's mission statement reflects any element; such as product; customer oriented or market oriented as well as business links.

Websites, Journals, Newspapers

Wirtz, J & Heracleous (2009)Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy

Source: Journal of Air Transport Management 15 (2009) 274 -- 279

This article describes the dual marketing strategy used by Singapore Airlines. It describes the reason as to why the…… [Read More]