American Airlines Research Proposal
June 30, 2014
Professor James Ziegler
American Airlines Research Proposal
With preparation for the strategic plan, research will be performed on American Airlines in regards to their overall organizational structure, the company’s vision, mission and values. The importance of a company’s “vision statement is sometimes developed to express the aspirations of the executive leadership; vision statement presents the firm’s strategic intent that focuses the energies and resources of the company on achieving a desirable future” (Pearce, 2013, p. 34). American Airlines is a company that has been in business for 87 years, research will be conducted to get a complete insight to the company’s overall views on both the external and internal environmental analyses which will be required along with using various sources that will be needed in order to perform a complete analysis research. The use of strategic planning allows a company to ensure that certain aspects of the overall business organizational structure is implemented through having an effective mission and vision that clearly outlines the company’s overall intentions and future growth potential. American Airlines has a commitment to being protective over the environment by identifying and implementing programs to reduce their environmental impact, through new ideas and opportunities to further improve their environmental performance. Further research into the full extent of their commitment will be further reviewed with an analysis of their environment report from 2012, and further researched analysis on what methods were used to ensure environmental awareness with American Airlines. The environmental analysis will consist of two internal and external components, which are necessary in order to have a complete comprehensive strategic plan in regards to American Airlines internal analysis of the corporation’s ability to identify their strengths and weaknesses. American Airlines information will be gathered by their website along with SEC website to gain more research on the structural organizational information their filing. External analysis will look at how competitive the company is within their current market, also by looking at how the company is viewed from the US department of Transportation; along with the use of innovation strategy that they have implemented that sets them apart from other airlines. Looking further at how effective their efforts have been will be further investigated through sources in the airline industry from fuel suppliers, and manufacturers, FAA guidelines. Further analysis will be looked upon with the American Airlines will be their commitment to community involvement with their charitable contributions. Further research will be into more detail with the corporation’s contributions through their community programs which will be reviewed from their 2012 contributions through customer giving program. Researched further will be the corporations vision, mission, and people strategies and values statements the overall culture of American Airlines one of their core mission “to provide a safe, enjoyable and memorable travel experience that consistently exceeds our customers' expectations”(aa.com, 2014). Researching more of how the company has been able to set forth their vision and work towards meeting the needs of their employees and customers will be further researched from the company’s 2012 report on company employee incentive programs, and various comments from employees of American Airlines from various blogs, and websites. Also looking at the overall customer involvement will be viewed through the customer service and safety and security measures that American Airlines have in place to provide a secure and safe flight experience, information will be gathered from the airlines 2012 safety management system processes. There are a number of...
References: American Airlines, (2014) retrieved from http://www.aa.com/i18n/aboutUs/main.jsp?anchorEvent=false&from=footer
Pearce, J. A. & Robinson, R. B. (2013). Strategic Management Planning for Domestic and Global Competition (13th ed). New York, NY McGraw Hill.
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