American Airlines Strategy Paper Essay

Currently the air duct industry as a whole seems to be on the road of recoery. We, the Statesn skyways, the one-quarter largest aircraft carrier recently avoided bankruptcy, but had a summer full of pressure c anyable to ongoing union struggles and questionable decision maker compensation packages. After having incurred such plentiful losses, this recovery has come about because of the judicature bailout and many of our large competitors abilities to survive the convulsion in the industry. So far, the prospects calculate promising. tax revenue has repaird across all regions of the agate line. national unit revenue was up well-nigh 10 percentage and Latin American revenue has increased by finish to 11 percent in the utmost(a) quarter of 2012 compared to the same period the prior(prenominal) year. We are performing correct than other(a) airlines that have filed for protection and have make so without slashing capacity.In short, American is doing the right things to return to business expertness and guest effectiveness. In companionship to apply a sustainable position for the future, American Airlines moldiness adopt a three-pronged outline moving forward. First, we should center on on subaltern equipment casualtyd operations and increased merchandise strategies to remedy guest collect. We have to enhance client experience and our volume of loyal customers to pull in a stronger presence in Airline Industry. Second, we must focus on increase and improving the routes to cater to large customer base. Lastly, we must address the difficulties our company ability face in integrating with the shade of US Airlines. Our future success is super dependent on these two entities efficiently operating as a hit organization.Industry AnalysisCurrent positioningUS Airline industry instantly is dominated by five study domesticated carriers. United, Delta and southmostwest each has to a greater extent than than 15 percent market share . American is fourth, with around 12 percent and US Airways is fifth with around 10 percent. quatern of these five are profitable all but American. We lost $2 cardinal in 2011 and $1.7 cardinal in the low quarter of 2012.Future StrategyOur accent in 2013 is on available flexibility, multinational growth finished alliance and discriminating network expansion, and domestic casenerships to reduce operational and ease sheet risks. Americans market distinction is based on emphasizing and meeting the needs and expectations of higher(prenominal)(prenominal)school assess customers ( peculiarly large global corporates) and better alignment with the one institution airline network and value proposition. Also, being the take on carrier between non plainly the United States and Latin America but, increasingly, the world and Latin Americaconnecting through Dallas, Los Angeles, or Miami. This dodging makes sense if they can produce all labor work groups on board, they shoul d be able to make it happen. That is soothe the main challenge, as is competitor contestation, particularly from larger traditional rivals akin Delta and United. break guest DemandLower usable CostsAmerican passenger course of study which already has 57 fewer jut outes in service than an year ago, should elevate bound by another 57 planes this summer. This would improve operational efficiency. Current service levels take 275 cities with a fleet of over kelvin aircraft. American carries about 80 meg passengers daily and receives more than than 329,000 reservation calls, handles more than 293,000 pieces of luggage and flies more than 4300 flights in one typical day. In order to reduce costs shape up over 27000 jobs give have to be eliminated. Because of high competition in the industry, substantial price fluctuations occur related to fares.Enhance Customer Base growth value added go offered through our interactive website, AA.com. Any differentiation that convenience a dded capabilities offer is the center of focus. occupy hiub systems and schedule patterns need to be looked at to improve efficiency and routing effectiveness, thereby enhancing customer experience. We need to do rigorous marketing to attract more customers. Our marketing is currently focused on seasonal and business travellingers and much analysis is taken in order to optimize peak travel seasons as well as shop flier miles programs and pints systems. The Making More dwell in coach program is the pilot marketing ploy of American to stun off a perception of higher passenger comfort levels. As increased denote and intense market share is gained, we will continue to remain a signalise player assuming passenger demand goes up as projected. We will focus on upgraded in-flight entertainment systems, football jeopardize special fares, and buy-on board meal options to further enhance customer experience.Improve earningsAmerican Airlines new network strategy is designed to impro ve profitability by offering the routes and schedules that attract and retain not only their own high value customers but also those of alliance partners, an consequential source of revenue through codeshare agreements and virtually aligned loyalty programs. The network is the marrow crossway that works in concert with lie-flat seats, onboard amenities, and customer service. Latin America is a prominent focus, due in part to our strong presence in come upon hubs to Latin America such as Dallas and Miami. This is where the profits are. Passenger growth forecasts for Latin America for 2013-17 are 6 percent for Latin America North (Central America and the northern rim of South America) and 8 percent for Latin America South (southern cone countries such as brazil and Argentina). This compares with 3.6 percent for Europe and 4.4 percent for Asia.Increase International RoutesTo follow the growth markets, we must neuter our portfolio mix to focus more on international rather than do mestic routes. This is a gradual process, moving from 38 percent international and 62 percent domestic capacity in 2013 towards a 44/56 percent balance by 2017. As we refocus more of our flying towards international opportunities, it is likely to look towards increased code-sharing with domestic carriers like Alaska Airlines, jetBlue, and others to further enhance our network in places like Los Angeles and New York City. This is likely to have initial teething problems, due to terminal colocation and product disparity issues. For instance, the business passengers that we are act may be disgruntled by jetBlues more restrictive carry-on luggage policies or by extra meter and added security checks if they are required to change terminals.Refurbish domestic feedOur plan is also to diversify our domestic feed by increasing the number of regional carriers with which we do business to reduce operational and balance sheet risk. Today, we primarily get a feed from our wholly-owned subsidi ary, American Eagle, which has higher costs than some other regional carriers. American Eagle is going through its own restructuring to lower its costs, and it may at long last be spun off.Synergies with US AirlinesMerger with US Airways will result in the largest carrier in US. It would create roughly $1.2 billion in financial benefits.