Presentation of Strategy Audit Findings of United Airlines
My goal for as long as I could remember is becoming a pilot. I started when I was a kid and during college I had my opportunity. In 2014 I received an invitation to get an internship in San Francisco California with United Airlines. Since then I have been working with managers from United Airlines for about 3 years in San Francisco and now in Chicago. While I have been working I have gotten to know the managers of the operation. This paper today will consist of interviews of management and head of the operation, the chief pilot. First let’s start with explaining the operation.
United was formed in 1926. In the plains of Boise Idaho a once small mail carrier formed the first ever airline known as Varney Air Lines. Since that time the airlines have formed which is now known as United. United Airlines is now one of the largest airlines in the world with over 86,000 employees and 703 aircrafts. United is primarily a service industry providing transportation to multiple destinations. As a worldwide carrier you United provides service to many different markets all over the world. Currently, in the United States, United operates from a few select locations called hubs. These hubs include Chicago O’Hare, Chicago Willis Tower, Denver Training Center, Denver Airport, San Francisco, Los Angeles, Newark, Huston, Washington D.C., Guam and Tokyo.
From these selected hubs, there is a chief pilot’s office at each one which manages the pilots and in flight crew for each hub. This is because the operation is so large; each base has its own management. Each of these management teams have a flight management team with controls a select bunch of pilots. They are in charge for holding pilots accountable for FAA law as well as advising how the operation should be run to produce a profit. Each hub has 5-8 flight managers, 1 business manager, 1 chief pilot, 4 secretaries and an intern. Each employee works together to keep the operation moving as smoothly as possible while dealing a multitude of problems per day. Each day there is a conference call including all of the bases management teams. This is primarily to discuss weather conditions, maintenance, customer satisfaction, pilot performance, and operational performance. Each of these points are key when dealing with a large operation.
I have had the opportunity to interview our chief pilot describing how the operation works and customer relations. We are a customer relations company striving on customer satisfaction. Some main points include in-flight amenities, on time arrivals and departures, and comfort of the passengers. These can all be very challenging points when operating an airline as large as United. When coming to air travel there are many wants and needs when it comes to flying. According to management, United’s target market is middle and upper class business travelers. This can be relevant when looking at the use of United’s credit card. One thing that may be surprising about United Airlines is that 42% of all the profits from First and Business class passengers. In order to establish loyalty daily travelers have many options when it comes to traveling. With a choice, United has to attract customers with the service and dependability. Arguably, one of the main necessities that attract loyal customers is the fleet. An airplane is the main units to service and in this day in age, a plane is becoming a piece of space aged technology.
A prime example of this technology is the new Boeing 787. According to management United Airlines purchased 5 of these new aircraft for their most popular routes. These new aircrafts are a prime use of innovation and comfort. These new planes are now equipped with Direct TV in each seat and on board Wi-Fi satisfying the needs of the customers. Now customers can stay connected where ever they go at 35,000ft in the air. These planes are also now able to be pressurized at a lower altitude allowing more passenger comfort. Lower pressurization allows the body to not work as hard adapting to the change in pressure eliminating lat lag. It has the ability pressurize the aircraft to the altitude of Denver which was not the case with older planes. Today, United has the entire fleet with on-board Wi-Fi. This allows the normal business travelers to ride in comfort and stay connected as other passengers have the ability never miss a moment with direct TV installed.
These advancements are a key strategy for United when capturing their target market. Although not the same as a private jet, the service provided in first and business classes for United are part of their customers experience. Their goal is to provide the most comfortable travel experience in a mix with educated and helpful staff to fill the motto “Fly the friendly skies”. This has given United a competitive advantage over other companies. Their technology and loyalty of customers make them what they are today. It has allowed united to have a base of operation for years to come. “Flying the friendly skies” means so much more than just a motto. It’s providing the best service, on and off a flight. Providing the most comfortable and enjoyable experience traveling will allow continue to build customer loyalty as well as attract new customers.
Works CitedBagbe, C. (2016, March 23). Interview of United Operations. (E. Speechley, Interviewer)
Staff. (2006). Encyclopedia. Retrieved March 23, 2016, from United Airlines: http://www.encyclopedia.com/topic/United_Air_Lines_Inc.aspx
United. (2016, March). Maps of Uniteds Hubs. Retrieved March 23, 2016, from United: https://www.united.com/CMS/en-US/travel/Pages/routemaps.aspx