Delta Airlines Essay

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Introduction
The airline industry is one most vulnerable industry to global events. Catering for customers, passenger or corporate, airline companies are under increasing pressure to enhance in-cabin and ground services, update plane fleet, develop more strategic partnerships to expand into new markets or enhance market positioning in an existing one. The increasing security risks in recent decades have further burdened airline industry by introducing more security measures on-board and/or on ground. To meet escalating demands and abide by a growing body of laws and industry regulations, airline companies merge, acquire smaller ones, expand national and international partnerships or go bankrupt. The Delta Airlines (DA) has a long history of successes and failures over years. One of U.S. major airline carriers, in addition to United Airlines and Southwest Airlines, DA has strategized for different market events and based on company's resources and capabilities built over years. Like U.S. major airlines, DA has faced growing competition in home and international markets, particularly from airlines as Qatar Airways, Etihad and Emirates (Annual Report 2015). …show more content…

Specifically, DA is discussed from a strategic perspective by which company's strategic moves aimed at enhancing market positioning, expanding internationally or satisfying stakeholders are examined. This report aims to explore strategic measures by DA including Company Overview, Corporate Culture & Responsibility, Product Portfolio, resources and competitive advantages; Micro and Macro environment by using PEST and Porter’s five forces; to summarize the analysis in a SWOT; Business level and corporate level strategy; international and network strategy; and lastly, the current strategy and future growth of the

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