MKTG1021 Lecture Notes - Frequent-Flyer Program, Aadvantage, Oneworld
Document Summary
American airlines, under parent company amr corporation, currently defines its business entity and business mission as serving to provide every citizen of the world with high quality air travel to the widest variety of destinations possible. Airlines" sustainable competitive advantages include a vast network, a strong corporate clientele and focus on the business customer, and the creation of the first airline rewards program. In terms of business related goals, american airlines is focused on maintaining its position as the largest airline in the world while also becoming the most profitable one. Amr corporation filed for bankruptcy in 2011 as a means of restructuring itself so that american airlines can remain competitive in the airline industry and continue to provide high quality air travel to its customers. Since american airlines is primarily concerned with earning the satisfaction and loyalty of their customers, it makes sense to say that american is primarily focused on retention of existing customers.
