American Airlines Case Study
Contents
Part 1: Executive Summary 3
Part 2: Issues Identification 4
Part 3: Environmental & Root Cause Analysis 5
Part 4: Alternatives and Options 6
Part 5: Recommendations 8
Part 6: Implementation Plan 9
Part 7: Monitor and Control 10
Part 1: Executive Summary
With 1988 operating income of $801 million on a revenue of $8.55 billion, American Airlines, Inc. (American), principal subsidiary of Dallas/Fort Worth-based AMR Corporation, was the largest airline in the United States. At year-end 1988 American operated 468 aircraft on 2,200 flights daily to 151 destinations in the United States, Bermuda, Canada, Mexico, the Caribbean, France, Great Britain, Japan, Mexico, Puerto Rico, Spain, Switzerland, Venezuela, and West Germany.
The objective of American Airlines revenue management effort was to maximize passenger revenues by selling the right seats to the right customers at the right prices. As the decision maker of American Airlines, I recommend introducing Upgraded Computerized Reservation System to replace current SABRE system to keep the company leader of the industry while maximizing profit.
Part 2: Issues Identification
Immediate Issue
Low load factors for Chicago – West Coast
Nature: tactic Timing: short term
In 1987, in the nonstop markets, American and United competed on the basis of fares, flight schedules, and factors such as quality of service. In the connecting markets, American, United, and Continental also competed on the basis of fares and flight schedules. Once again American and United matched each other's fares, while Continental, with its post-Chapter 11 reorganization and low-cost structure, was the low-price provider. So, United had a superior flight schedule, and Continental cheaper fares. As for American, our load factors were down to an unacceptable level.
Deep discount for New York – San Juan
Nature: tactic
Part 1: Executive Summary 3
Part 2: Issues Identification 4
Part 3: Environmental & Root Cause Analysis 5
Part 4: Alternatives and Options 6
Part 5: Recommendations 8
Part 6: Implementation Plan 9
Part 7: Monitor and Control 10
Part 1: Executive Summary
With 1988 operating income of $801 million on a revenue of $8.55 billion, American Airlines, Inc. (American), principal subsidiary of Dallas/Fort Worth-based AMR Corporation, was the largest airline in the United States. At year-end 1988 American operated 468 aircraft on 2,200 flights daily to 151 destinations in the United States, Bermuda, Canada, Mexico, the Caribbean, France, Great Britain, Japan, Mexico, Puerto Rico, Spain, Switzerland, Venezuela, and West Germany.
The objective of American Airlines revenue management effort was to maximize passenger revenues by selling the right seats to the right customers at the right prices. As the decision maker of American Airlines, I recommend introducing Upgraded Computerized Reservation System to replace current SABRE system to keep the company leader of the industry while maximizing profit.
Part 2: Issues Identification
Immediate Issue
Low load factors for Chicago – West Coast
Nature: tactic Timing: short term
In 1987, in the nonstop markets, American and United competed on the basis of fares, flight schedules, and factors such as quality of service. In the connecting markets, American, United, and Continental also competed on the basis of fares and flight schedules. Once again American and United matched each other's fares, while Continental, with its post-Chapter 11 reorganization and low-cost structure, was the low-price provider. So, United had a superior flight schedule, and Continental cheaper fares. As for American, our load factors were down to an unacceptable level.
Deep discount for New York – San Juan
Nature: tactic