Summary and Evaluation: Continental Airlines Flies High with Real-Time Business Intelligence

Topics: Data warehouse, Airline, Continental Airlines Pages: 3 (1008 words) Published: July 29, 2012
Continental Airlines is now known as one of the best contrived airlines in the world. Their effective strategic and tactical decision-making analytics are on the cutting edge of the airline industry. With a long history going back, in American Southwest, a single-engine Lockheed aircraft was founded in 1934 and its headquarters is located in Houston, Texas. This airline boosted its fly by serving overly 50 million passengers into five continents and 227 destinations. And 10 years ago, the company crashed that led the, filed for bankruptcy protection twice and nearly destroyed the brand. Throughout all of this Continental has managed to survive in a very competitive industry in an ever changing world. Continental Airlines demonstrated new plans and strategies that would uplift their company and to solve such issues and recognized root problems that they had experience. Continental's return from "Worst to First" is an airline industry legend thru the arrival of CEO Gordon Bethune. He played an important role in reviving the company with the help of Greg Brenneman.  His "Go Forward Plan" vocalized the strategy of the company and focused on every aspect of the organization.   Continental has a well-defined target market, providing services to upper-class and business travelers.   The company has also been able to operate in the face of adversity (such as 9/11) due to effective decision-making. The company moved to its new initiative from "First to Favorite". It also expanded Enterprise Data Warehouse which empower a real-time business intelligence capability. Its IT department delivers service for internal operations as well as for its customer service and external Web Applications and programs. Continental was able to concede to bring back the investment of more than 1,000 percent, and more than $500 million as their total saving upon utilizing new BI strategies. The company also created other innovative CRM applications to leverage the real-time...

References: Some of reference listed are current but most of them are old articles. The recent references are sufficient to reflect the breadth and depth of existing study literature.
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