Executive Summary by 3AMm65


									Executive Summary

       This paper looks at the current, ongoing challenges facing the airline industry in

the United States. It focuses on major, legacy airlines and the newer, discount entrants,

which are referred to as low-cost carriers (LCCs). SWOT analyses and Competitive

Matrix Profiles (CPM) help show the strengths, status, and market position of prominent

U.S. Airlines: Delta, Southwest, and JetBlue. The paper reviews the airlines’ financial

state, with emphasis given to 2009-2010. Airlines’ strategic plans are covered,

discussing potential ways to increase revenues. The paper concludes with current trends

affecting all airlines and then makes recommendations for the firms to establish or

maintain cost leadership.

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