CASE STUDY

Case Study

Case Study

Case Background: Continental Aircrafts Flies High With its Real Time Data Warehousing

Continental Airlines is now recognized as one of the leading airline that is deliberately formed rather than arising naturally or instinctively across the world. It is obvious that their effective strategic and planned decision-process analytics are on the most advanced phase of development in the airline market. They acquire competitive edge over their rivals in the airline industry due to its contrived nature. With its long historical account moving in the past, in American Southwest, a single-engine Lockheed airliner was established in the year 1934 and its center of operations are located in Houston and Texas. This aircraft improved its flies by serving around 50 million passengers into five continents and around 227 countries. And ten years ago, the business gone down, applied for bankruptcy security two times and almost ruined the service. All through this entire phase, Continental has administrated to continue to exist in a highly competitive airline market in an ever varying globe. Continental Aircrafts exhibited new initiatives and approaches that would strengthen their business and to resolve such matters and acknowledged root causes that they had faced in the past (Turban, Sharda and Delen, 2011).

Continental Airlines adopted its new plan and scheme from 'First to Favorite'. It also extended Business Data Warehousing which gives power to a synchronized business intelligence capacity. IT department in the company deliver services for inner operational activities together with its client service and outside Web Applications and plans. The company was capable to reinstate the assets of more than 1000%, and over $500 million as their total investment on novel business intelligence approaches (www.airtimes.com).

“Continental Airlines Flies High with Real-time Business Intelligence” is a case of how a company employed real-time data warehousing and business intelligence strategies in its turnaround from an unsuccessful functioning business to an industry leading business. The case is not deep on technological facts, but the fundamental nature of the technological expertise is discussed. As a result, this case example can be employed for a variety of different courses and in different degree programs from data warehousing to DSS/Business Intelligence from undergraduate to managerial body. This paper will address some questions related to the case study and highlight the importance of real-time data warehousing.

Question 1: Advantages of Employing the Continental Go Forward Approach

Continental Airlines is reappearing from “poorly functioning airline to leading airline in the Airline Industry”. It shows a legend in an airline market. At the present, the corporation is involved in an original and novel plan to shift from “First to Preferred.” To maintain and work along this determined project, Airline stepped into its Project Data Warehousing and extended it to smooth the progress of a coincident business aptitude competence. Continental Airline applies several synchronized feed of information into the data warehousing, and several cases of synchronized, on demand (pre-written and unprepared) reporting practices and inquiry means (for example: Teradata)

In the Jimmy Carter government, the USA administration approved the centralized Airline Deregulation ...