Delta Airlines Strategic Analysis

Paper Summary:

This paper discusses the low budget airline, Delta Airlines and analyzes the airline industry that Delta competes in. It then looks at the strategic capability of Delta Airlines, specifically their introduction of a redesigned schedule for the forthcoming summer of 2008 accommodating the rising levels of customer demand at the JFK airport while taking steps to lower airport congestion and delays. The paper concludes with recommendations and justifications for a strategy that the airline should pursue.

Table of Contents:
Analysis Of The Airline Industry That Delta Competes In
Analysis Of The Strategic Capability Of Delta Airlines
Stakeholder Expectations That Is Critical To The Performance Of Delta
Strategic Choices That Is Critical To The Strategic Positioning Of Delta
Recommendation And Justifying A Strategy That The Airline Should Pursue

From the Paper:

"It is important to learn from good companies that customer loyalty is still alive and customers do keep returning to companies that value them and serve them better. There has been a transformation in the manner in which companies carry out customer loyalty. First of all increased use of the Internet has metamorphosed how customers expect relationship-building to function. Delta must gear towards a system that understands that no more marketing and sales information has to be just shoved towards the customer. The times have changed when a company must understand that it should also permit customer to pull the marketing information they desire in terms of their need and finalize the purchase process on their terms. (Griffin, 31)"

Sample of Sources Used:

• Doganis, Rigas. The Airline Business in the Twenty-First century. Routledge, 2001.
• Griffin, Jill. Customer Loyalty: How to Earn it, How to Keep it. Jossey-Bass. 2002.
• Ito, Harumi; Lee, Darin. Low Cost Carrier growth in the US Airline Industry: Past, Present, and Future. 9 April, 2003. <http://www.brown.edu/Departments/Economics/Papers/2003/2003-12_paper.pdf>
• N. A. Delta Airlines builds on successful at New-York with 14 new international routes. Delta Newsroom. <http://news.delta.com/article_display.cfm?article_id=10861>
• N. A. Delta Airlines forms strategic partnership with Gate Gourmet Holding And i2. Marketwire, May, 2002. <http://findarticles.com/p/articles/mi_pwwi/is_200005/ai_mark06009274>

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