STRATEGIC MANAGEMENT PAPER

Strategic Management: Analysis of Data Airlines

[Name of the Institute]

Table of Contents

Introduction4

Discussion5

Vision and Mission analysis of Delta Airlines5

Mission explanation5

Vision Explanation6

Holistic analysis of Mission and Vision statements8

Analysis of External Environment (EFE evaluation)10

Opportunities10

Threats11

Conclusion12

References14

Executive Summary

This research is based on the analysis of mission and vision statements of Delta Airlines. The study focus on a detailed explanation of what is mission and vision and how does it affects the performance of the company. Moreover, the research paper includes strategic analysis of Delta Airlines on the basis of external evaluation (EFE). By evaluating the company, it can be stated that Delta Airlines focuses more on customer satisfaction and base their strategies which has a direct and foremost impact on the customers. By providing quality services to the customers, Delta Airlines has been enabled to gain competitive advantage over the other players in the Air line industry. In an airline service industry, there are not numerous products which can be offered to the customers so the distinctive factor between various airline companies is the service quality. According to this evaluation, opportunities and threats of Delta Airlines are identified and each factor is given a specific rating and points. The weighted score for Delta Airlines, derived from EFE evaluation, is 2.64.

Strategic Management: Analysis of Data Airlines

Introduction

Delta was launched in Louisiana in the late 1920's. The company moved to Atlanta and became known as the southern airline with most national reach. Delta airline is one of the largest company in the whole airline industry after its mergence with Northwest Airlines. Delta airline is a U.S based company, having the largest reach than any other U.S' airline company. The reach of delta airline is almost all over the world, as it covers its destination in six continents of the world. There are various hubs of delta airline, located in various regions, including Europe and Asia.

At the start of the company, Delta airlines were not known to be best in handling and taking care of the customers (Data monitor website, 2009). There are often delays in flights, but most of the airlines minimize this by treating customers in a friendly way. This was not the case of Delta airline until it merged with northwest airlines. Delta Air Lines serves more than 160 million customers each year. Headquarters in Atlanta, Delta employs more than 75,000 employees worldwide and operates a mainline fleet of more than 700 aircraft. In 2010, Delta was ranked 84th on Fortune Magazine's Annual list of the 500 largest American corporations, an increase from its ranking at 111 in 2009. In 2010, its revenues totaled over $28 billion with a total annual deficit of slightly over $1 billion (CNNMoney.com).

Discussion

Vision and Mission analysis of Delta Airlines

Mission and Vision statement has become a necessity for a business to run its operations. A well-designed mission statement is essential for formulating, implementing, and evaluating business strategy. Yet the role of the mission statement in the strategic management of business firms has not been sufficiently highlighted in the research ...