American Airlines
Table of Contents
Abstract 3
Situation Analysis 3
Strengths, Weaknesses, Threats, and Opportunities 4
Re-Branding 6
Pricing Strategy 8
Service Marketers 9
Future 12
Summary 12
References 13
Abstract
In this case study we will review the new strategic business plan of American Airlines, and how they are responding to changes in the marketplace to compete in the modern era. We will also analyze the advantages of rebranding efforts, the effectiveness of existing practices of the airline and how the airline may operate post merger with US Airways. By some measurements, the merger between American Airlines and US Airways will create the largest company in the world, thus positioning American Airlines to potentially become the most influential and most widely used airline in the history of aviation. With proper management, this mega airline can become the model for contemporary air travel.
Situation Analysis
American Airlines is at a turning point, rising out of the ruins of its Chapter 11 bankruptcy to become a progressive airline, better positioned to compete with Delta and United Airlines. Both competitors also faced bankruptcy in the late 2000’s and recovered with major mergers. Delta emerged from bankruptcy in 2008 through a merger with Northwest, while United came out of bankruptcy in 2010 through a merger with Continental (Trefis, 2014).
I find myself at a loss for how to introduce American Airlines, the major American carrier is perhaps the most well known commercial carrier in the western hemisphere, and with this merger, its notoriety (like its flights) will indefinitely spread to all corners of the globe. AA operates an extensive airline that services North America, South American, Europe and Asia. AA is a member of the Oneworld airline alliance, based out of New York City, this partnership is the worlds third largest alliance that features major carriers like Japan Ailines, British Airways, Cathay Pacific, and Malaysia Airlines to name a few. This
Abstract 3
Situation Analysis 3
Strengths, Weaknesses, Threats, and Opportunities 4
Re-Branding 6
Pricing Strategy 8
Service Marketers 9
Future 12
Summary 12
References 13
Abstract
In this case study we will review the new strategic business plan of American Airlines, and how they are responding to changes in the marketplace to compete in the modern era. We will also analyze the advantages of rebranding efforts, the effectiveness of existing practices of the airline and how the airline may operate post merger with US Airways. By some measurements, the merger between American Airlines and US Airways will create the largest company in the world, thus positioning American Airlines to potentially become the most influential and most widely used airline in the history of aviation. With proper management, this mega airline can become the model for contemporary air travel.
Situation Analysis
American Airlines is at a turning point, rising out of the ruins of its Chapter 11 bankruptcy to become a progressive airline, better positioned to compete with Delta and United Airlines. Both competitors also faced bankruptcy in the late 2000’s and recovered with major mergers. Delta emerged from bankruptcy in 2008 through a merger with Northwest, while United came out of bankruptcy in 2010 through a merger with Continental (Trefis, 2014).
I find myself at a loss for how to introduce American Airlines, the major American carrier is perhaps the most well known commercial carrier in the western hemisphere, and with this merger, its notoriety (like its flights) will indefinitely spread to all corners of the globe. AA operates an extensive airline that services North America, South American, Europe and Asia. AA is a member of the Oneworld airline alliance, based out of New York City, this partnership is the worlds third largest alliance that features major carriers like Japan Ailines, British Airways, Cathay Pacific, and Malaysia Airlines to name a few. This
References: Bureau of Transportation Statistics (2015) US Department of Transportation Retrieved from http://www.transtats.bts.gov/Data_Elements.aspx?Data=2 Cheng, J, Chen, F, Chang, Y Dorsey, Stephen (2015, January 15) “Five tips for building your brand” The Globe and mail Retrieved from http://www.theglobeandmail.com/report-on-business/small-business/sb-growth/day-to-day/five-tips-to-build-your-brand/article22412803/ Greenberg, P