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United Continental Holdings

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United Continental Holdings, Inc. Business Analysis
Melissa Alamilla
MGT 521
May 16, 2012
J. Merryman

United Continental Holdings, Inc. Business Analysis The airline industry has had a few disappointments at the market with the economy fluctuations. Since September the 11th, the airlines are struggling to recover from all the destruction that the terrorist did to the airline industry. Customer’s confidence, high fuel prices, environmental problems, and customer service issues are just a few things that have affected the airlines popularity in the public’s eye. With all that said, how would a mutual fund investor feel about investing in an airline? The mutual funds manager is looking at United Continental Holdings, Inc. as a future investment. The mutual funds investor will being with a complete business analysis of the airline. He will investigate how well the airline is doing. He will look at their annual business reports (balance sheet, statement of cash flow, and income statement); complete a SWOT analysis showing the strengths, weakness, opportunities, and threats, global strategies and their technological advantages. After completion of those items, he will check how well the airlines operational processes and procedures are, the airline practices, and how the airlines product and services compare to their competitors. The mutual funds manager will need some background information on United Continental Holdings, Inc.

In 2010, an historic merger among equals, United joined with Continental. Together the two airlines create the world’s most comprehensive global route network, including world-class international gateways to Asia and Australia, Europe, Latin America, Africa, and the Middle East with non-stop or one-stop service from virtually anywhere in the United States. The new United Continental Holdings, together with United Express, Continental Express and Continental Connections, operates more than 5,700 flights a day to 376 destinations throughout the Americas, Europe and Asia from their hubs in Chicago, Cleveland, Denver, Guam, Houston, Los Angeles, New York, San Francisco, Tokyo, and Washington, D.C. United Continental employs more than 86,000 people worldwide (Star Alliance: The Way The Earth Connects, 2012). United Continental Holding is a member of the Star Alliance, in which United was a founding member. The Star Alliance is an organization that consists of 27 member airlines that co-work with United Continental Holdings to offer more than 21,000 flights daily to 181 countries worldwide (FIG: 1-A). The Star alliance is the largest and most comprehensive airline alliance. United Continental Holdings is headquartered in Chicago, Illinois.

FIG 1-A
|· Adria Airways |· BMI |· South African Airways |
|· Aegean Airlines |· Brussels Airlines |· Spanairs |
|· Air Canada |· Continental Airlines |· Swiss International |
| | |Airlines |
|· Air China |· Croatia Airlines |· TAM |
|· Air New Zealand |· Egypt Air |· TAP Portugal |
|· ANA |· LOT Polish Airlines |· THAI |
|· Asiana Airlines |· Lufthansa |· Turkish Airlines |
|· Austrian |· Scandinavian Airlines |· United |
|· Blue 1 |· Singapore Airlines |· US Airways |
| | | |

(Global Data, 2011)

United Continental Holdings operations are to provide transportation for the people, property, and mail throughout the United States and abroad (Seeking Alpha, 2012). United Continental Holdings is committed to being the airline that the customers want to fly, co-workers want to work for, and investors want to invest in while maintaining the necessary actions to achieve sustained and sufficient profitability (Seeking Alpha, 2012). The airline industry is very competitive. United Continental Holdings is in competition with some of the best airlines in the world. Delta and Southwest are two of the competitors that United Continental Holdings is in direct competition for the customers wanting to fly the airlines. They all want to offer the customer the best price, with the best all-around trip experience, and still able to maintain a profit.
The mutual funds manager begins with a SWOT analysis to identify the strengths, weakness, opportunities, and threats of United Continental Holdings. A SWOT analysis is included below for United Continental Holdings, Inc. (FIG: 1-B). United Continental Holdings recognize their weaknesses and threats. In the airline business, the airline is always being examined by the constants scrutiny of the customers. United Continental Holdings is not only working with their customers concerns, they are dealing with the financial stress from two airlines merging into one. They are addressing all the debts with a financial plan that will help them get out of debt sooner. United Continental Holdings an above average debt balances and is involved in some major litigation, making their financial position vulnerable to these factors. There is the intense competition and the high fluctuations in the fuel prices that hamper the expected growth of the airline. United Continental Holdings leadership position and strong network in the market are their major strengths. United Continental Holdings has a great potential opportunity for growth from the industries of aviation and tourism as the market will increase over the next few months on set by the holidays, vacations, and other high peak travel times. United Continental Holdings has a strong operational base to accommodate the diverse needs of their customers in an effective approach so to utilize the enormous market potential in the airline industry (Boston.com, 2012). This will give the customer a better chance at a flight that fits their schedules. More flights with different services and connections for the customer will allow the customer more flexibility when scheduling their flights. United Continental Holdings can benefit from the long-term positive outlook for the global passenger and freight industry, which can drive the demand for its services in the aviation market space (Seeking Alpha, 2012). United Continental Holdings could benefit from the growth potential in the travel and tourism industry, as it would substantially drive the growth of new aviation and logistic services (Business and Company Resource Center , 2012). United Continental Holdings operates through a geographically specialized portfolio with a wide-ranging of services offering the transport logistics and the aviation industry (Business and Company Resource Center , 2012). The airline business directly connects to the travel and tourism industry. The travel and tourism industry shows positive growth trends across the world that will provide a good stable position for the airlines’ revenue generation in the future. United Continental Holdings will enjoy an expanded customer options, expanded scale of the network, fleet optimization and additional international service (CAPA Centre for Aviation, 2012). The integration will provide higher growth avenues for the airline in the future. FIG: 1-B

|STRENGTHS |WEAKNESS |OPPORTUNITIES |THREATS |
| A. Strong Service |A. Debt |A. Growth |A. Competitive |
| Portfolio | Covenants | Prospects: | Landscapes |
| | | Aviation IND. | |
|B. Strategic |B. Litigations | |B. Volatility in |
| Collaboration | and Legal |B. Growth | Fuel Prices |
| | Proceedings | Prospects: | |
|C. Sound | | Tourism IND. |C. Changes in |
| Operational | | | Government |
| Base | |C. Strategic | Regulations |
| | | Merger | |
| | | Agreement | |
| | | | |

(Business and Company Resource Center , 2012) Next, the mutual fund manager will look at United Continental Holdings to investigate if they have addressed the wants and needs of their stakeholders. United Continental Holdings internal stakeholders are employees and shareholders. The external stakeholders are the surrounding community, environmentalist, bankers, government leaders, media, security, airport, suppliers, and customers. United Continental Holdings is committed to fulfilling the needs of its external and internal stakeholders. The top three stakeholders will be addressed (customers, employees and shareholders). The customers of United Continental Holdings are the most important people in their business. The customer supplies the demand on the airline. The customer wants to have good service, reasonable rates, less interruption, and less overall time. United Continental is listening to their customers and addressing these issues in their quarterly meetings. They are working on these issues as they integrate the two airlines together. Customer service was a major issue with the customers on both airlines. United Continental Holdings have addressed some of the problems by integrating the technological system Share into their overall customer service center. This program will operate all events of the airlines. They have noticed since the new system has been working as a single unit the customer complaints are going down. The customers praise United Continental Holdings for being the one who has the quickest processing time and the quickest flights.
United Continental Holdings will be offering the customers some new services in their different class seats and services. United Continental Holding is offering first and business class seating, and united economy plus, international premium class services on their flights. They will be offering 180-degree, lie-flat beds in First and Business class. United Continental has added the new frequent flyer program, EliteAccess. The EliteAccess passengers receive priority treatment in check-in, boarding and baggage claim areas (Fortune, 2012). As the merger is completed, the customer will have less problems with the new customer service programs and incentives. The employees are all be retained from both airlines and trained to work as one organization. United Continental Holdings is working with all the employees from the flight attendants, flight line crews, front line attendants, and baggage crews to make sure that all their needs are being meet through their equal pay, more skill training, and further work incentives. United Continental Holdings is working with the unions to settle a pay arrangement that will be a joint bargaining agreement that offers competitive pay which will be fair to their co-workers and fair to the company (Seeking Alpha, 2012). The CEO of United Continental Holdings announced the financial results for the first quarter of 2012 as a net loss of $286 million or $.87 loss per share (Fortune, 2012). The shareholders have stock in the company. The shareholders are aware of the loss on the stock shares due to the integrating of the two airlines. The stock is coming up from last year financial statements in which the shares were down $ 1.33 per share (Fortune, 2012).

The mutual funds manager will look at the financial statements of United Continental Holdings. The mutual funds manager will look at the balance sheet first to see how the finances are at a specific block of time. The balance sheets contain the information that shows the potential investors what the airline owns as well as what they owe. It will show the stockholders equity. After reviewing the balance sheet for United Continental Holdings, the investor notices that they have more current assets ($16,945,000) than current liabilities ($12,645,000). The total current assets and current liabilities are ($39,598,000) which means they balance out (Business and Company Resource Center, 2012). The income statements of United Continental Holdings, the mutual funds manager will be looking at the net income or loss of the airline. But he is going to look harder at this document; he will be searching the totals to see if there is a huge amount of waste or excessive operational expenses. When looking at United Continental Holdings, their biggest expense is the fuel consumption ($6,687,000). An increase in the fuel expense was expected from all the airlines due to the high cost of crude oil (Global Data, 2011). Even in the competitors (Delta and Southwest airlines), the fuel cost was the highest expense for them with the labor coming in a close second. United Continental Holdings is looking at purchasing several new airlines that will be more fuel efficient and better for the economy.

The second biggest expenditure for United Continental Holdings was their labor cost ($5,002,000). This expense was expected due to the two airlines continuing to work as two separate airlines until the airlines were integrated together (Business and Company Resource Center , 2012). The labor unions and United Continental Holdings are in discussions in regards to the labor force (Seeking Alpha, 2012). The labor expense may have a different value in the upcoming year’s financial statements due to the labor negotiations. In the financial reports is the statement of cash flow. This document is important to the investor because he can check how much cash a company can generate from its core business. In United Continental Holdings statement of cash flow, the mutual fund manager is looking at their operating activities to see how well they are producing cash. The amount of cash that they are able to produce will ultimately benefit the shareholders. United Continental Holdings had a net income of $253,000 for 2011 (Business and Company Resource Center , 2012).

The mutual fund manager will investigate the technological advantages and global expansions of United Continental Holdings. United Continental Holdings biggest global expansions are the comprehensive global route network ( (United.com, 2012)). United Continental Holdings has many non-stop and one-stop service flights to anywhere in the United States (Fortune, 2012). United Continental Holdings will purchase several new aircraft called the Dreamliner. This aircraft will be able to make more flights with less fuel consumption. United Continental Holdings just acquired the global rights to flights in the regions of Asia-Pacific, Europe, and Latin America ( (dallas news, 2012)). United Continental Holding will be able to increase their markets and add more flights due to the global expansion into the Asia-Pacific regions. United Continental Holdings surpassed Delta airlines by taking over the largest airline in the world (CAPA Centre for Aviation, 2012). United Continental Holdings will be able to offer to their customers improved connections to so many more international and domestic destinations. This will allow United Continental Holdings more opportunities to expand and grow within the United States and the rest of the world. United Continental has a total of ten hubs and two global hubs with a potential growth in the future. They are negotiating in New York for a major hub connection ( (Admiring the Earth from 30,000 feet and working to protect it, 2012)).

United Continental Holdings are working on way to improve the environment in both the United States and the rest of the world. They are looking for ways to slash fuel consumption and improve the efficiency of their aircraft and vehicles through technology and process innovations ( (Admiring the Earth from 30,000 feet and working to protect it, 2012)). They are making advances and utilizing environmentally responsible and cost-efficient alternative fuels. They are making sure that the products that they are using in the business activities on the ground and in the air are environmentally friendly. United Continental Holdings is acting more responsible by managing the waste that they generate in the daily business activities. They are working with their shareholders (co-workers, customers, business partners, and suppliers) to help protect the environment while achieving their business goals ( (Admiring the Earth from 30,000 feet and working to protect it, 2012)).

United Continental Holdings strategies for the economic situation is to stay committed to being the airline that the customer ask for when they fly, that future employees want to work for, and that the investors desire to invest in while continuing the necessary actions to achieve sustained and adequate profitability. United Continental Holdings are always looking for better ways to improve on their customer service, employee benefits, employee work habits, and more profitability for the shareholders. United Continental Holdings are offering more flights to more destinations to help draw attention to the needs of the customer to get to their destination quick with little or no layovers.

United Continental Holdings realize that the front line to the customer is the employees. The employees are the people that meet the customer first hand. The employees have to be trained to handle the situations that come from the customers. They have to be trained to operate all equipment effectively so they do not cause problems for the customer. How do we get the best employee frontline that is possible to offer the airline? The Human Resource Manager practices are helping support the airlines business strategy and provide services the customer values. The value of the service is determined by its quality and how closely the product fits the customer needs. The Human Resource Manager knows that United Continental Holdings have to have competitiveness with other airlines to keep the stakeholders interested in their airlines. The important stakeholders are the shareholders (who want a return on their investment), customers (who want a high-quality service), and employees (who desire interesting work and sufficient compensation for their services) (Boston.com, 2012). The community wants the company to contribute to activities and projects that minimize pollution of the environment. If United Continental Holdings cannot meet the stakeholder’s needs; they are likely not going to have a competitive advantage over the other airlines. This is where the human resource manager steps in to support, guide and train people to meet the goals of United Continental Holdings. The human resource manager at United Continental holdings practices includes working with the employees. The Human Resource Manager trains and develops the employees for their jobs. They compensate the employees with rewards, evaluating their on the job performance, and creating a positive work environment. The Human Resource Manager supports business goals and objectives. United Continental Holdings are working with employees on retraining them to use the Share equipment. United Continental Holdings offers their employees through the human resources department a way to improve and bring out their best qualities they have to offer through education, training, and benefits (United.com, 2012). United Continental Holdings offers nice incentives such as good salaries, benefits, employee’s enrichment and a number of other benefits to help sustain a good life (Business and Company Resource Center , 2012).

In conclusion, the mutual fund manager is looking at United Continental Holdings as a good investment. The SWOT analysis revealed even though United Continental has some weaknesses and threats; they had even stronger strengths and opportunities to grow. United Continental Holdings is embarking on a new year with a single airline that is ready to step forward and claim the number one airline. They are going to show good market share value this year with the future holding a more brighter financial market value. The growth in the aviation and tourism industries will increase the reservations being made by the customers. The customer will enjoy more destination times and less layover. The customer service at check in will continue to grow even better as the employees are trained on the new systems. The frequent flyer incentives will draw more customers to the airline with business and first class showing even more customers. The new aircrafts will get raves from the environmentalists due to less fuel consumption and better environmental protections. United Continental is the largest airline now with an impressive rate on the quickest flight time and quickest check in time. The mutual fund manager sees a chance that in the near future United Continental Holdings could take the top airline. An investment in United Continental Holding holds a promising chance at a bigger return for the stakeholders.

REFERENCES

Admiring the Earth from 30,000 feet and Working to Protect It. (2012, May 5). Retrieved from http://wwwunitedcontinentalholdings.com/documents

Admiring the Earth at 30,000 Feet and Working to Protect it. (2012, May 5). Retrieved from http://unitedcontinentalholdings.com/documents

Advancement in Aviation. (2012, Jan 5) Retrieved April 30, 2012 CAPC Center of Aviation http://www.centerofaviation.com

Bostom.com. (2012, Apr. 4). Retrieved from Ranking the Best, Worst Airlines. http://www.boston.com

Business and Company Resource Center. Retrieved from http://galenet.galegroup.com.ezproxy.apollolibrary.com

CAPA Centre for Aviation. (2012). Advancement for Aviation. Retrieved from http:www.centreforaviation.com

Dallas News. (2012, Apr. 2). Retrieved from Dallas News. http://dallasnews.com

Fortune. (2012). Merger Problems With United Continental Holding. Retrieved from http://features.blog.fortune.cnn.com

GlobalData. (2011, March 29). Retrieved April 30, 2012 from United Continental Holdings— Financial Stategic Analysis Review. http://galenet.galegroup.com.ezproxy.apollolibrary.com

Seeking Alpha. (2012). United Continental Holding Q1 Results. Retrieved from http://seekingalpha.com

Star Alliance: The Way the Earth Connects. (2012, May 10). Retrieved from http:// www.staralliance.com

United.com. (2012, May 5). Retrieved from United.com http://www.united.com

[pic] CERTIFICATE OF ORIGINALITY

I certify that the attached paper is my original work. I am familiar with, and acknowledge my responsibilities which are part of, the University of Phoenix Student Code of Academic Integrity. I affirm that any section of the paper which has been submitted previously is attributed and cited as such, and that this paper has not been submitted by anyone else. I have identified the sources of all information whether quoted verbatim or paraphrased, all images, and all quotations with citations and reference listings. Along with citations and reference listings, I have used quotation marks to identify quotations of fewer than 40 words and have used block indentation for quotations of 40 or more words. Nothing in this assignment violates copyright, trademark, or other intellectual property laws. I further agree that my name typed on the line below is intended to have, and shall have, the same validity as my handwritten signature.

Student's signature (name typed here is equivalent to a signature):

Melissa Alamilla

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... 6/15/2011 | INTRODUCTION United Airlines is a major airline based in the United States and one of the world’s largest airlines. It was formed in 1934. It is a subsidiary of United Continental Holdings Inc. Its headquarters are located in Chicago, IL. United is a founding member of the Star Alliance, the largest alliance in the world. On October 1, 2010 United and Continental airlines merged together forming the world’s largest airline in revenue passenger miles and second largest in fleet size and destinations. “The new United will offer customers an enhanced travel experience, combining the best products and services each carrier has to offer,” (The World's Leading Airline, 2011). The airline is suppose to be the airline that customers want to fly, the airline employees want to work for and the airline shareholders want to invest in. The key highlights of the merger are the following: * World’s most comprehensive global network, including world class international gateways to Asia, Europe, Latin America, Africa and Middle East with non-stop or one stop service from virtually anywhere in the United States * Most modern and fuel-efficient fleet and the best new aircraft order book, among U.S. network carriers * Industry-leading frequent flyer program that will provide more opportunities to earn and redeem miles worldwide * Optimal hub locations in 10 cities, including hubs in the four largest cities in the United States As of right now the two...

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