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Essay / Research Paper Abstract
This 9 page paper looks at this thriving but small airline. Marketing Mix is used to evaluate this company. The industry is discussed in general and an outlook is included. Bibliography lists 11 sources.
Page Count:
9 pages (~225 words per page)
File: RT13_SA438Jet.rtf
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Unformatted sample text from the term paper:
a variety of trials and tribulations, the airlines have been in crisis over the past few decades. The major airlines, which are American, United, Delta, Northwest, Continental, and US Airways
have been hurting from the recession as well as the aftermath of Sept. 11th and their revenues had dived 23% (Tully, 2002, p.131) between 2000 and 2002. Costs in terms
of of insurance and security have increased significantly and analysts suggest that these six major competitors will lose $6 (2002, p.131) billion in 2002 alone. Further, the United Airlines crisis
could prompt unions to realize that there is a need for change (2002). In other words, if the unions realize that there is not a lot of money in the
industry anymore, they may settle for what they have. Of course, while 9/11 and the incidents noted are recent, the industry has been deteriorating, along with its older model planes,
for some time. United Airlines restructured in 1994, and began a bold experiment in terms of employee ownership (Tully, 2002). In exchange for pay cuts, all of the pilots, mechanics,
and so forth received 55% (2002, p.131) of United shares. The dream was that the employees would moderate their future pay demands for the good of the company that they
owned for the most part (2002). It is clear that United took these steps because it had to, and while all airlines are hurting, United is probably the weakest of
all. American Airlines has problems too, and one could say that it is moderate in terms of strength in the industry. American Airlines in 2002 announced a significant reorganization
of the company, inclusive of 7,000 layoffs and drastic schedule reductions (Benjamin, 2002). Because airlines are hurting, it is hard to choose any major player and say
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