Premium Essay

Alaskan Air

In:

Submitted By clm0008
Words 4466
Pages 18
Alaska Airlines

Strategic Management Model

Linda Gay Cahill
Table of Contents:

Strategic Profile
Company Introduction 3
Strategic Analysis
PEST Analysis (Political, economic, social & technological factors) 4
Resource-Based View 6
Value Chain Analysis 8
SWOT Analysis 11
Strategy recommendations 13
References 14
Company Introduction

Alaska Airlines is the ninth–largest U.S. airline based on passenger traffic and is the dominant U.S. West Coast air carrier. Headquarter in Seattle, Washington, Alaska carriers more passengers between the state of Alaska and the Lower 48 than any other airline. During recent years it has expanded significantly to serve more U.S. East Coast, Mexican and Canadian destinations.
Long know for its Alaskan roots, symbolized by the Eskimo painted on the tail of the aircraft, Alaska Airlines offers a friendly and relaxed style of service, one that passengers have came to appreciate as the “Alaska Spirit.” The airline is known for embracing innovative technology to improve the customer experience.
The carrier traces its roots back to 1932, when Linious “Mac” McGee airways started flying his three-seat Stinson between Anchorage and Bristol Bay, Alaska. A merger with Star air service in 1934 created the largest airline in Alaska, which eventually became Alaska Airlines. Alaska and its sister carrier, Horizon, are owned by Alaska Air Group.1

Alaska Airlines has a dominant market share serving Alaska. Unlike the rest of the economy Alaska has been seeing increasing significant revenues from oil business and tourism. Air travel is the states largest form of transportation because of the geography of the state and its arctic climate. There are over 1,100 airports in Alaska and over 3,000 landing strips in the state. Thirteen percent of revenue generated by tourism goes to air travel. Alaskan travelers fly on average nine

Similar Documents

Free Essay

Yoga Sutra Commentary by Swami Brahmananda Saraswati 11-14

...SUTRA 11 Now we are going to discuss smriti, which basically means memory. The sutra says anubhuta vishaya asampramoshah smritih.  Anubhuta is the first wor, and anubhuta is translated as experienced. Experience in Sanskrit is called anubhuti, so anubhuta is called experienced, an experience that you have already experienced. Anu means something that follows or follows upon and bhuta means the element.  So anubhuta means that which follows the matter field when consciousness or your personal awareness interacts with the matter field and is the tangible experience. Experience is a result of consciousness interacting with the matter fields, and that is anubhuta.   Vishaya is an object of the experience that you have, so in general, they are the five matter fields, but they can also be another pattern of intelligence. One samskara can even have another samskara as its object of experience.  Like the drink that I am consuming is a pattern of intelligence, and the personality that’s trying to enjoy it is also a pattern of intelligence. So when you interact with an object, an experience is created out of it.  If you dissect everything and look into it, you will find just five matter fields interacting with five matter fields but in reality there are just two different patterns of intelligence interacting with each other, not necessarily just five matter fields.  . Asampramoshah means kept inside, not letting go or allowing to escape.  That is called smritih, memory. ...

Words: 5450 - Pages: 22

Free Essay

Environmental Crime

...a white collar crime, to others it is not just simply a white collar crime but it can be considered as crime against society. Whit Gibbons (2001) had shown two types of environmental crime in his article. First type is an individual such as an ordinary person dumping waste to the river and the other type is the white-collared type where companies dump harmful contaminants to a water source or the air. The main difference of the two according to Gibbons (2001) is that it is easier to prosecute an individual than a business corporation. The sad part is the business corporations who commit environmental crimes affects the environment more than an individual. He had treated the business corporation offenders as white-collar criminals and as such defined it in the article “crimes are committed by individuals or corporations for financial gain and involve knowledgeable, educated participants who attempt to circumvent the law” The definition of the environmental crime in legal terms is any "willful criminal violation that results in actual and substantial harm to the water, ambient air, soil, or land." There are several laws that had been put...

Words: 2177 - Pages: 9

Free Essay

Who Controls Healthcare Costs

...Alaska Airlines Marketing Strategy Alaskan Airlines is one of the largest airlines in the US, ranking at number ten. It is based in Washington, using Tacoma international Airport in Seattle as a hub. Alaska Airlines is a major carrier on the US mainland, in Canada, Mexico and Hawaii. It has codeshare agreements with several big players in the market like British Airways, Cathay Pacific, KLM and Korean Airlines. Alaska Airlines is one of the few carries that retained profits even during the recession and in the aftermath of 9-11 attacks. Alaska Airlines marketing strategy is based on its regional market positioning, its strong corporate image and a focused differentiation strategy. The airline has strategically concentrated its services in the north western part of the US and largely in Alaska. Its marketing strategies are centered on the following: i. Positioning itself as the strongest carrier in Alaska by promoting a corporate image among the local people and incorporating the image of the locals on its planes. This identifies the airline with local customers. It is the preferred airline for the people in Alaska where air transport plays a major role in transportation of goods and services. ii. The airline offers specialized training for its pilots and staff on how to fly in difficult terrain. This differentiates it from other competitors in the industry. It pioneered latest navigation technology to enable it to safely operate in rough terrain and weather conditions...

Words: 1186 - Pages: 5

Premium Essay

Bus 518 Assignment 5 Organizational Change and Personal Leadership Development Plan

...Plan http://homeworkfy.com/downloads/bus-518-assignment-5-organizational-change-and-personal-leadership-development-plan/ To Get this Tutorial Copy & Paste above URL Into Your Browser Hit Us Email for Any Inquiry at: Homeworkfy@gmail.com Visit our Site for More Tutorials: (http://homeworkfy.com/ ) Read the case study titled “A Successful Downsizing: Developing a Culture of Trust and Responsibility” before starting this assignment Write a 7-9 Page paper in which you: Describe specific practices that successful project managers apply in exercising their leadership and management roles overall. Evaluate Judy Stokley’s level of success in developing a culture of trust while implementing her drawdown planas Eglin Air Base’s new Advanced Medium Range Air-to-Air Missile (AMRAAM) program director. Provide three (3) specific examples to support the response. Indicate three (3) key learning and behavior modification strategies that Judy Stokley used in order to address AMRAAM’s organizational problems and gain the trust of project team members. Provide three (3) specific examples to support the response. Analyze three (3) actions that Judy Stokley took in order to change the project team’s culture and create a relationship of trust, mutual support, and teamwork between the government and contractors. Support the response with three (3) specific corresponding examples. Create a personal leadership development plan for Judy Stokley so that she may be eligible for future promotions...

Words: 490 - Pages: 2

Free Essay

Alaska Air

...Bay with the aircraft which had the capability to carry just three people and was known as McGee airways at that time. Alaska airline came into being after several mergers with small aviation companies and is now one of the biggest airlines of Alaska. Alaska airline has a vast network and serves over 60 cities and 3 countries. The main hub of Alaska airline is Tacoma international airport which is located in Seattle. Alaska airline generates most of its revenue from domestic flights. Peak revenues are generated in the month of March as the major league baseball takes place in that month. Alaska air group is the major holding company whose subsidiaries are two airlines, Alaska airline and Horizon air. In order to enhance its operations, Alaska airline has partnerships with the major airlines operating in the United States. American airline, ‘Cathay pacific, British airways, Korean air and KLM’ are the international airlines among the codeshare partners of Alaska airline. The success of Alaska airline was brought by the two key members of airline, Bra Tilden who is currently the president of Alaska airline and William S. Ayer who is the chief executive officer (Alaska airline, 2015). One of the unique features of Alaska airline is that their entire fleet consists of same type of aircrafts which acts as an advantage in terms of training of employees and maintenance of the aircrafts. The fleet of Alaska airline consists of 137 aircraft all of which are Boeing 737. The fleet average...

Words: 2889 - Pages: 12

Premium Essay

Global Economy

...The heavily issue of globalization is made extremely clear in the travels of a T-shirt in the global economy. Pietra Rivoli talks about the politics and human element behind globalization by telling her life story of her t-shirt. Through the story of her t-shirt, Revoli shows how supportive globalization often reduce and unrecognizable issues behind international trade environmental problems caused by factories and industries. Pollution is the introduction of harmful impurities, impure, unclean and polluted substance into the environment. Its existence is created and mostly caused by human actions, and the outcome of this situation can end up in natural disasters. Industrial waste poured into rivers have led to dramatic changes and problems in our societies. Most people use to swim and have a good time in river in their neighborhood, but they cant do all of this again because the water have been polluted with poisonous chemicals wasted in the river. Big companies and industries pour unwanted, poisonous chemicals into rivers to save money for the company. As a result of this, the chemicals end up in neighborhoods and the water starts to smell, block up nose and spots on both adults and children. Employees who work in theses companies are exposed to all kinds of chemicals and the place adhesive smell horrible like burned plastic, which end up in bleeding of noise. The workers who work at these companies sometimes even end up losing their jobs because they cant continue...

Words: 582 - Pages: 3

Free Essay

Marketing Management Unit 1 Db

...MKTG305 Unit 1 DB October 5, 2012 GO Green Air Purifiers The product that I choose was Ionic air purifier. Ionic air purifiers are a health risk; because it simply produces ozone, and that is a known human poison. According to the U.S. EPA, ozone can cause several major problem in a huma-begin. These problems consist of severe respiratory problems; vex asthma; substantial short-term decreases in lug capacity of fifteen to over twenty percent in some healthy adults;as well as inflammation of the lung-tissue. It also leads to emergency room visits and hospital admissions; and between ten to twenty percent of all summertime respiratory related hospital visits in the northeastern U.S. are associated with ozone contamination. It will also weaken your body immune response defenses; therefore, making us we the people be more vulnerable to respiratory infections; such as pneumonia and bronchitis (Ozone, 2012). The main focus of a market is simply to promote there products, and to achieve a better outcome then other leading brands. The sad thing is when customer enters a store to buy a product; they instantly think that there getting more for their money; as well as improving there situation. But in fact there making their situation worse by harming the people around them; as well as the environment with all the harsh chemicals that's in the product that the brought.(Green Clean Certified, 2012). We, as the marketer of Ionic Air Purifiers simply need to protect our environment...

Words: 588 - Pages: 3

Premium Essay

Business Practice Audit

...Current Business Practices Audit Kimberly Johnson, Richard Siemienczuk, Karen Graham, and Chad Smestad MGT/360 December 3, 2012 Vicki Bauer Current Business Practices Audit The learning team conducted an audit of Riordan Manufacturing’s current business practices at its processing plants located in California, Georgia, Michigan, and China. The business sustainability worksheets used to complete the evaluation aided the team in locating common areas of non-sustainable practices relating to land, water, and air pollution. The three non-sustainable practices evaluated further are solid waste, and hazardous waste causing land pollution, hazardous waste causing water pollution, and gaseous waste causing air pollution. These areas are the most harmful to the immediate population, which includes the plant workers and the communities. Solid Waste and Hazardous Waste Causing Land Pollution One of the non-sustainable practices is adding to land pollution. Currently, off-spec materials are sent to the landfill (Apollo, 2012). In addition to this, scrap plastic managed as waste goes to the landfill (Apollo). The biggest problem is that plastic is not biodegradable. When plastic and off-spec products are sent to the landfill, breakdown occurs but at minimal rates and these take longer to biodegrade over time. To remain compliant with government regulations, Riordan Manufacturing is required to identify hazardous waste generated each month if it exceeds 2,200 pounds (Apollo...

Words: 8282 - Pages: 34

Free Essay

Kingfisher

...than 80000 Million Rs in debt with very little cashflow. So what went wrong? 1) Addressed the wrong market initially? It targeted the business class initially with fewer economy seats in its planes. Result: Empty business class seats and mounting losses. Under current economic conditions in India, there was more demand for economy coaches and lower cost airline tickets. He failed to understand the mentality of the mass. 2) Acquiring Air Deccan: In order to rectify its position, king fisher acquired a low cost/profitable economy carrier named Air Deccan and re-launched it as Kingfisher Red. This acquisition came at a heavy cost and besides, the CEO of Air Deccan Lt Gopi was set aside and the operating principles/philosophies were changed. As you can see, ever since Air Deccan was acquired in 2007, Kingfisher had 1000+ crores of loss during each year of its operation. 3) There were reports of how overstaffed Kingfisher was and with the addition of Kingfisher Red, it only increased! 4) After acquiring Air Deccan, Kingfisher hiked up ticket prices resulting in more empty seats and higher operation cost. Passengers...

Words: 513 - Pages: 3

Premium Essay

Current Business Practice Audit

...environment. The subject in this paper is how Riordan Manufacturing will identify their nonsustainable practices, federal regulations, mandatory, and voluntary actions necessary to implement a successful sustainability plan. Nonsustainable Business Practices The business practice audits brought to light three nonsustainable practices. The three practices highlighted by the audit include wasted energy from the plants, the use of toxic cleaning solvents, and spilled ink. These three business practices can be very harmful to the environment. Burning fossil fuels for energy creates gases such as sulfur dioxide, nitrogen oxide, and volatile organic compounds. These gases cause air pollution. They can cause several kinds of air pollution, particular matter, smog, and ozone (New Energy Alternative, 2008). Air pollution can travel thousands of miles and can harm areas that burn fossil fuels sparingly. The next nonsustainable practice is the use of toxic cleaning solvents. The release of toxic chemicals from the spent cleaners can cause damage to the ozone layer. This contributes to the greenhouse effect that causes global warming. Global warming raises the earth’s temperature and can cause many environmental problems. Some of those are polar ice caps melting, fires, wild fires, increased hurricanes,...

Words: 6823 - Pages: 28

Premium Essay

Cambodia

...ACKNOWLEDGEMENT…………………………………………………………….…..3 RESEARCH METHODOLOGY…………………………………………………..……...4 INTRODUCTON…………………………………………………………………..…...…5 THE AIR (PREVENTION & CONTROL OF POLUTION) ACT…….…………………7 SALIET FEATURES OF THE ACT……………………………………..……………….9 CENTRAL POLLUTION CONTROL BOARDS………………………..…...…………11 STATE POLLUTION CONTROL BOARDS……………………..…………………….13 CONCLUSION………………………………………………….………………….……15 BIBLIOGRAPHY………………………………………………………………….…….16   ACKNOWLEDGEMENT I would like to take this opportunity to thank my teachers and class mates who have assisted me in successfully completing this project. First of all I thank my professor, Mr. Ashish George for his guidance and support. I thank the librarian for his help in selecting the books and collecting relevant materials. I also thank the University for providing me with the necessary facilities for gathering the information. Finally I thank my classmates who are always approachable with any doubts that I have and also for assisting me in preparing the project.   RESEARCH METHODOLOGY This paper focuses on the various aspects of the Air Act, 1981. This paper is non doctrinal research and the various concepts regarding the act have been highlighted especially the need and the authorities under the act. The source of information for this paper is mainly articles as well as books regarding the same. The paper starts with a small introduction about air pollution and the need for a legislation to combat the same. Then it goes on to discuss the features of the act...

Words: 2955 - Pages: 12

Premium Essay

Atmospheric Issues

...subsidence is the extraction of freshwater from the earth. Once the water is extracted, the land below will start to shift, therefore changing the lands natural formation. When this occurs, the ocean in certain regions will rise due to the ground levels dropping lower than normal. Storms such as tornados, hurricanes, avalanches, mud slides and lighting storms that all increasing in regularity and size due to the unstable atmospheric conditions and to the rising of warm moist air being mixed with cold air which causes tropical storms such as hurricanes and tornados. As in the current tornados in Oklahoma that have occurred repeatedly. Warm air in the mountains will cause avalanches and mud slides and promotes other increasing problems for certain cultures. People 50 years ago who lived in the areas where these issues were monitored as possible threats, now worry endlessly sue to the increase and frequent occurrences of such horrific problems on a more regular basis due to global warming temperature rising from air pollutions (Davidson, 2006). Due to greenhouse gases, both natural and anthropogenic meaning manmade, produce harmful vapors such as fossil fuels which...

Words: 1096 - Pages: 5

Free Essay

Global Warming

...Christopher Burge Global Warming Global warming is a grave issue that is affecting not only the United States, but the whole world as well. Various international strategies need to be implemented so that these issues can be tackled. If taken seriously, the issue of global warming can not only be overcome, it can be prevented as well. Poll conducted in my community- family members, friends, and coworkers- asking if they felt whether or not global warming was a problem or not or undecided: Two examples of how global warming if affecting the life of our communities: * Global warming is already leading to more violent storms and less predictable weather patterns. According to the Pew Center on Global Warming, since 1995, only two years have not had above average hurricane activity. The overall number of tropical storms has not increased, but there are more storms strong enough to be called hurricanes. We will probably continue to get bigger storms, which will do more damage to coastal areas. * Global warming will have drastic effects on local ecosystems. Most plants and animals are adapted for a certain environment. Generally, each species does well when the temperature is in a certain range, and the seasons work in a regular way. As things like temperature and seasonal precipitation shift, less robust plants and animals are not going to be able to adapt quickly enough. This will result in widespread extinction. Three facts that are relevant to global...

Words: 596 - Pages: 3

Premium Essay

Earth Day

...problems we face worldwide is air pollution. Air pollution is the presence in the atmosphere of any substance at a concentration great enough to produce an undesirable effect on humans, animals, vegetation, or materials, or to significantly alter the natural balance of any ecosystem. Air pollutants can be solids, liquids, or gases, and can have local, regional, and global impacts. One form of air pollution is photochemical smog. "Smog" is a contraction of the words "smoke" and "fog," and was originally used to describe air pollution caused by coal burning in London. Urban smog is photochemical because many of the chemicals found in urban air are formed by chemical reactions driven by sunlight. Among the many air pollutants in urban smog that are produced by photochemical reactions, one of the most abundant is ozone, O3 . Ground level ozone and other photochemical pollutants are formed in urban atmospheres by the reactions of oxides of nitrogen (mainly NO and NO 2 ) in the presence of hydrocarbons. In CHE 133 we learned about combustion reactions. A combustion reaction is a type of redox reaction in which a combustible material combines with an oxidizer to form oxidized products and generate heat. In a combustion reaction oxygen combines with another compound to form carbon dioxide and water. Oxides of nitrogen are byproducts of combustion processes. At the high temperatures generated during combustion, some of the N 2 and O 2 in air is converted to oxides of nitrogen...

Words: 425 - Pages: 2

Free Essay

A Discussion About Organization Chart Features in Eva Air Corporation

...ORGANIZATIONAL BEHAVIOR EXTRA CREDIT ASSIGNMENT ZHONGYI ZHANG ID:31062818 25 JAN 2011 A discussion about organization chart features in EVA AIR Corporation Here is the Organization Chart about the EVA AIR Corporation. I have worked in the Cargo Operation Department in EVA AIR Corporation for about one year. As we all know, each air corporation has strict articles and rules. They are made for the safety for each flight procedure. The whole company cannot make any mistakes. If it made, there may cause the death of hundreds of lives and the waste of billions of dollars. So one of my supervisor even told me that the working in the air corporation is not only for economic interests but also for conscience. Let me get down to discuss the features of some key elements in the EVA AIR that the managers use to design their organization chart. The Departmentalization is the first element I want to explain. The EVA AIR is an multinational air corporation in the world. It has three types to departmentalize their division and dept. One is the most popular way by functions performed. In most people's view, air corporation make profits by the passenger services. Before I joined the EVA AIR group, I also believed that it was true. However, after I worked in EVA AIR Cargo, I found that air corporation makes its profits mostly from their cargo services. In order to make the maximum profit of each flight, i.e.,let the plane to carry the maximum weight...

Words: 1256 - Pages: 6