Southwest Airlines
Aircraft Utilization, Focus on City Pairs, Point-
to-Point Route Structure, Corporate Culture,
Cost Savings in Reservation System
American Airlines
Largest airline in the US versus United while
also a contender on the international level.
A premium service airline with a hub and stoke
route structure.
Has consistently been recognized as an industry
leader.
Currently faces the same financial problems as
other major carriers.
Faces challenge of dealing with strong unions.
Porter Competitive Model
Airline Industry Analysis - North American Market
Aircraft Manufacturers Foreign Carriers
Aircraft Leasing Companies Regional Carrier Start ups
Potential Cargo Carrier Business Strategy Change
Labor Unions
Food Service Companies New Entrants
Fuel Companies
Airports
Local Transportation Service
FAA
Hotels
Intra-Industry Rivalry
Bargaining SBU: American Airlines
Bargaining
Power Rivals: United, Delta, US Air,
Northwest, Southwest Power of Buyers
of Suppliers
Travel Agents
Business Travelers
Federal Government
Alternate Travel Services
Pleasure Travelers
Fast Trains Substitute Charter Service
Boats
Private Transportation
Products U.S. Military
Cargo and Mail
Videoconferencing and Services
Groupware
Business Strategy Model - Airline Industry
PRODUCT/SERVICES
Scheduled Charter
Cargo Mail
Passengers Services
Air Express
MARKETS
FARE STRATEGY
Modified compared
to the example in Low Fare Premium Fare
the textbook.
COMPANY STRUCTURE
Independent Alliances
Route Selection Ticket Counter Baggage System Promotion Lost Baggage Service
Passenger Service Operations Flight Advertising Complaint Follow-up
System Gate Operations Connections Advantage
Yield Management Aircraft Rental Car and Program
System (Pricing) Operations Hotel Reservation Travel Agent
Fuel On-board Service System Programs
Flight Scheduling Baggage Handling Group Sales
Crew Scheduling Ticket Offices
Facilities Planning
Aircraft Acquisition
Adapted with the permission of Michael E. Porter from Competitive Advantage: Creating and Sustaining Superior Figure 4-3
Performance, copyright 1985 by Michael E. Porter.
Conclusions
The Airline Industry is a vivid example of the
dynamics of the market that it serves.
Some priorities are not new: safety, the need for efficient
operations, adequate capacity to meet growth and, of course,
customer satisfaction. Other priorities have gained
prominence in recent years security, war risk insurance and
environmental concerns and will remain important in the
coming years.
This industry is always in the
grip of its dumbest competitors.
Robert Crandall
Former CEO
American Airlines
We must look at the world as it
is versus how airlines would
like it to be.
Robert L. Crandall
Airline 12
Railroad 530
The last time the airlines were in such straits, during the
Gulf war and recession in 1990-92, it took them four years
to return to profit, even though traffic recovered within a
year.
European Airlines
The situation in Europe is no better.
The fact that low-cost carriers have been able to mature this
far says as much about what's wrong with the majors as it
does about what's right with their low-cost counterparts,
and begs the question: does the underlying strategy or
business model employed by the large hub-and-spoke
airlines still work?
Analysts and other industry observers believe it does, but to
function properly carriers must reduce their costs and
restore the balance between supply and demand.
A Sobering Fact
1. Fuel costs
2. Decisions regarding passenger services like
whether to charge for food, the need for more
electronic capabilities.
3. Upgrading aircraft.
4. Route strategies.
5. Union relations.
6. Relations with travel agents.
Porter Competitive Model
Airline Industry Analysis - North American Market
Aircraft Manufacturers Foreign Carriers
Aircraft Leasing Companies Regional Carrier Start ups
Potential Cargo Carrier Business Strategy Change
Labor Unions
Food Service Companies New Entrants
Fuel Companies
Airports
Local Transportation Service
FAA
Hotels
Intra-Industry Rivalry
Bargaining SBU: American Airlines
Bargaining
Power Rivals: United, Delta, US Air,
Northwest, Southwest Power of Buyers
of Suppliers
Travel Agents
Business Travelers
Federal Government
Alternate Travel Services
Pleasure Travelers
Fast Trains Substitute Charter Service
Boats
Private Transportation
Products U.S. Military
Cargo and Mail
Videoconferencing and Services
Groupware
Figure 4-2
Business Strategy Model - Airline Industry
PRODUCT/SERVICES
Scheduled Charter
Cargo Mail
Passengers Services
Air Express
MARKETS
FARE STRATEGY
Modified compared
to the example in Low Fare Premium Fare
the textbook.
COMPANY STRUCTURE
Independent Alliances
Route Selection Ticket Counter Baggage System Promotion Lost Baggage Service
Passenger Service Operations Flight Advertising Complaint Follow-up
System Gate Operations Connections Advantage
Yield Management Aircraft Rental Car and Program
System (Pricing) Operations Hotel Reservation Travel Agent
Fuel On-board Service System Programs
Flight Scheduling Baggage Handling Group Sales
Crew Scheduling Ticket Offices
Facilities Planning
Aircraft Acquisition
Adapted with the permission of Michael E. Porter from Competitive Advantage: Creating and Sustaining Superior Figure 4-3
Performance, copyright 1985 by Michael E. Porter.
Benefits of Information
Systems
to American Airlines
1. Convenience to Customers.
2. Knowledge of Customers.
3. Providing a foundation for other
systems.
4. Building a base for other businesses.
Four Three Consistently Profitable
Airlines
1. Singapore Airlines
2. Cathay Pacific
3. British Airways
4. Southwest Airlines
Singapore Airlines
Consistently profitable but experiencing profit pressures.
Winner of multiple awards for airline excellence.
An extension of the country strategy to be the business and
travel gateway to Southeast Asia.
An impressive travel infrastructure.
Leader of the Orient Airlines Association (OAA)
Abacus reservation system.
Price collusion on major routes.
Nervous regarding U.S. carrier price competition.
Why SIA is So Good!
Clarity and Commitment (to customer service).
Continuous Training.
Internal Communications.
Consistent External Communications.
Benchmarking.
2. Focus.
3. Focus
Best Airlines for Business Travelers
1. Singapore Airlines 11. Finnair
2. Swiss Air 12. British Airways
3. Cathay Pacific 13. Alaska
4. Midwest Express ** 14. Air France
5. Japan Airlines 15. Varig
6. Quantas 16. Aer Lingus
7. ANA 17. Kiwi
8. Virgin Atlantic
18. Air Canada
9. Lufthansa
19. American **
10. KLM-Royal Dutch
20. Delta**
Source: Zagat Survey of Frequent Flyers
Deregulated But Very Regulated
Safety factors.
Air traffic controllers.
Impact on constituents.
International routes.
Computer Reservation System:
Business Traveler Choice?
Boeing Corp.
Barriers to Entry
Access to airports continues to be impeded
by:
Started in 1938
1999 15.6 billion profit
1970 2.2 billion profit
1980 5.8 billion profit 2000 18.1 billion profit