MKTG1021 Study Guide - Final Guide: Jetblue, Southwest Airlines, United Continental Holdings
Document Summary
In an attempt to restructure itself after filing for bankruptcy in 2011, amr corporation"s. American airlines will be merging with us airways, thus creating the largest airline in the. The billion merger is a means for american to revamp its business, while us. Airways, an originally smaller airline, will benefit from the opportunity to now compete with the bigger airline companies in the united states, such as delta and united. The two airlines will now operate under the sole name of american airlines. Marketing environment analysis (refer to exhibit 1 for a swot analysis) Industry profitability and demand have been threatened by rising fuel prices and the corresponding increase in ticket prices, particularly in 2009 when the recession further decreased demand. Fortunately, beginning in 2010, airlines were able to turn a corner as more passengers boarded domestic flights due to improving economic conditions along with hefty cost-cutting measures by international airlines.
