United Airlines and Strategic Position

Paper Summary:

This paper explains that United's mission and objectives are far too generic to service brands as a whole and, to that extent, need reviewing in order for United's mission to lead to the corporation developing a unique, relevant culture and business approach. The author believes that, judging from the airline's performance in the areas of on-time performance and its success in restructuring and adapting to the changing environment, it can be assumed that United's management is acting responsibly and ethically. The paper concludes that, for United to resolve its financial problems, it is critical that employees understand the importance of the current, imperative need to reduce costs aggressively across all of the airline functions. Table.

Table of Contents
Current Situation: Current Performance
Current Situation: Strategic Posture
Corporate Governance: Board of Directors
Top Management
Situational Analysis
Review of Mission & Objectives
Strategic Alternatives and Recommended Strategy

From the Paper:

"United's top management comprises of people with varying industry backgrounds and expertise, including obviously aviation. The Chairman, President & CEO, Glenn Tilton is a recent appointee having previously served as Vice Chairman of the board of directors of Chevron Texaco. He is supported by a group of Vice Presidents heading functions such as Finance, Strategy, Operations, Customer, Onboard Services, Worldwide Sales and Alliances, Airport Operations, Maintenance & Engineering, Corporate & Government Affairs etc. People with relevant background skills and experience who are closely involved in the business planning and strategic development process of the airline characterize the top management."

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