Delta's Planning Failure

Paper Summary:

The paper reveals that Delta's original intention for the Song airline failed. The paper explains that the purpose and projected outcomes of Delta's new Song airline were not properly in place before the launch of the airline. The paper maintains that in order to successfully implement change on any scale, it is vitally important for a company to incorporate historical research in the planning stage. The paper explains that beneficial alliances and technological advances could have resulted in much better profit margins with fewer risks.

From the Paper:

"It later became clear, however that Delta was also using the airline as a test field for new innovations to include improved operations and customer service in the regular airline itself (Copernicus Mzine, 2005). Elements such as reduced time on the ground between flights, simpler fare structures and flexible employee work rules were tested on the Song airline and designed to lower costs. While nothing is inherently wrong with such a strategy, the fact that this emerged only later, after the launch of the new airline, indicates a weak initial planning phase. The purpose and projected outcomes of the new airline were not properly in place before the launch of the airline. This not only poses an unnecessary risk of failure; it also appears unprofessional to the business world at large."

Sample of Sources Used:

• Airline Industry Information. (2005, Oct. 31). Delta to Discontinue Song. Ingram Investment Ltd. Online Database: LookSmart FindArticles.com.
• The Copernicus Mzine. (2005, November). Delta's Song Airlines. Accessed May 9, 2006. http://www.copernicusmarketing.com/about/mzine/monthlyeds/nov05.html
• The Edge. (1999, Dec. 13). Delta Air Lines, IBM, Modem Media Set to Deliver Travel Service Via Hand-Held Devices, Mobile Phones - Company Business and Marketing. Work-Group Computing Report. Online Database: LookSmart FindArticles.com.
• Howe, Peter J. (2006, Apr. 6). Delta singing new tune about its Song affiliate. Deseret News, Salt Lake City. Online Database: LookSmart FindArticles.com.
• World Airline News (2000, July 7). One small step for business; one giant leap for alliances. Phillips Publishing International, Inc. Online Database: LookSmart FindArticles.com.

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