Major US Commercial Air Carrier Marketing Assignment

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Delta airlines are among the major airlines in the US. It's history dates back to the year 1924. Delta airline roots from Huff Deland Dusters crop-dusting operation - an old agricultural flight company. According to history, it is one of the initial agricultural flight companies in the world. Delta airlines started as a transport company which specialized in transporting perishable agriculture products from the producers to the target markets or from the farmers to the manufacturers so that the manufacturers add value to the products. Founded in Macon, it was the biggest privately owned fleets; ever owned at that time, with a fleet of eighteen planes on its name. After a period of operation and subsequent expansion, it took its headquarters to Monroe - Los Angeles. The airlines' service areas ranged between California, Florida and Los Angeles. In 1927, it expanded established its operations in Peru, with its first mail airline and passenger in operation, and working subsidiarily for the Peruvian airways in 1928 (Bazargan, 2016).
The principal founder bought the Huff Deland Dusters then rechristened it as the Delta airlines which were for the Mississippi region airline hence started operations fully as a commercial airline around the year 1929 - with its first ever international passenger flight in its calendar of business. Its first flight had five passengers and a pilot, without no support crew. In the year 1940, it started operating as a dedicated commercial airline; having larger planes and crew to enhance customer service. It continued its expansion and investments and by 1953, Delta airlines was a big company which had widened its operations to several countries becoming a big international airline company (Shaw, 2016).
During its operations, it continued investing and was able to develop a competitive advantage internationally with the other flights that had established their operations. It improved the safety features in its flight's comfort and improved customer service was its main strategy in service delivery. With time, it invested much on technology to be on top of the game. Until now, Delta airlines is one of the greatest airlines in the US with a notable competitive advantage on the international market scale (Kim, et.al., 2014).
The airline has a detailed economic strategy in its investment decisions it takes. This is actualized by having the pool of dedicated and experienced employees in its system. This makes it able to stay ahead of the pack regarding competition in offering excellent services to its clients. Firstly, the Delta airlines globally launched an airline alliance. This launching enabled its partnership with other great global flights to ensure competitive and better services to their clients. Primarily, it exposed the airline to greater investment opportunities as it established a large source of capital as a resulting from the contribution of the other airline companies. This greatly impacted the airline and in the year 2000, it placed a massive order for regional jets of 500 in number. Also, it had a great implication in that their business boomed and prospects of better times in their flights' operations. Furthermore, regarding its strategy economically, its operations had attracted foreign investors who partnered with them and boosted their investments. For instance, as a result of their excellent performance in the international markets, they attracted sponsorship from the Greek Olympics, although, there was a challenge in the deal (terrorist attacks) faced the sponsors. Further, their economic strategy has been favorable to their operations since they charge their passengers relatively cheaper for the flights compared to their competitors. Despite their way of operations, they still make and sustain huge profits in their operations (Dana, et.al 2017).
Regarding its structural arrangement, the airlines have a convenient structural operation strategy that fits their investment decisions in the target market. There are eight primary factors that affect its structure suitability, that the airline incorporated in its operations in the airline business. First on the list is the threat of the substitutes. The substitutes refer to the other airlines that give similar courier services as the Delta airline company. Characteristically the structural of the airline is a great convenience to them as they can notice the new trends in the market and adjust their investment options to best fit the situations. For instance, if their customers need an alteration in certain ways of their services, they stand greater chances of making decisions to change their strategies to maintain the customer relations (Belobaba, et.al., 2015).
Through the structural advantage, the company competes fairly with its competitors and offer exceptional serve to their customers, hence maintaining their customers' loyalty to the airline. Also, in their consideration is the threat that from the new market entrants. The airline business is very vibrant and has several investment opportunities and specializations, and it is, therefore, necessary that the structure of any airline enable it to notice the new entrants' competitive priority and adjust their operations appropriately to counter the contest. The company's structural priorities may range from the competition based on, on-time service delivery, customer satisfaction or services flexibility. Market change adjustment is another main structural characteristic of the Delta airlines which enables its carriers to be ahead of others in the airline industry. When customer demands are not quickly delivered, it may have the negatively affect the customers' loyalty, who can then seek similar services from you competitors, hence the airline's loss. Finally, with regarding the market structure competition based, it is important that the airline noticed their competitive priorities and responded to their customers' interest and maintained its status in the industry (Belleflamme, et.al., 2015).
The airline has different departments that enable its operations. First is the customer care department which is responsible for ensuring customers satisfaction in all their services. This is majorly obtained by paying attention to customer compliments complaints a...