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Essay on Delta Air Lines International/Global Marketing
Abstract
The purpose of this paper is to explain the expansion and strategic alliances of Delta Airlines
Introduction
Delta Air Lines is a major U.S. airline headquartered in Atlanta, Georgia, operating a large domestic and international network that spans North America, South America, Europe, Asia, and the Caribbean. Delta operates hubs at Atlanta, Cincinnati, and Salt Lake City. Delta also has large operations in many other cities, including Boston, Los Angeles, New York, Orlando, and Washington, D.C. Delta is also the leading carrier in Florida. Its major international gateways are Atlanta, Cincinnati, and New York-JFK. In early 2005, Delta closed its Dallas-Fort Worth International Airport hub.
In terms of passengers carried (87 million in 2004), Delta is the second-largest airline in the world (behind American Airlines). In terms of total operating revenues, Delta is the fourth-largest airline in the world (behind Air France-KLM, American Airlines, and United Airlines) As of September 1, 2005, Delta (including its wholly owned subsidiary, Comair, Inc.) served 178 domestic cities in 46 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, as well as 58 international cities in 35 countries. (Anthony Sampson 1984)
Delta Today in an Uncertain World
The challenges of operating an airline have remained essentially the same since the mid-1930s: viability depends upon safety, equipment, economy, market, and service. The new feature is deregulation, the results of which are still playing out to tremendous effect as airfares plunge. Revisions in bankruptcy law, by allowing new low-service, low-fare competitors to reorganize and stay in the market after a business failure, has made profitability even more of a challenge for the major carriers. The job of running an airline was never easy. The airline business is a capital-intensive industry that now must make do in an unpredictable world. In addition to fare competition....
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