Competitive Intelligence Report, American Airlines, Fall 2013 - Worked with a team of three to research, analyze, and report a competitive profile, financial analysis, SWOT analysis, macro-environmental analysis, business model analysis, and other analyses.

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December 10, 2013
Authored by: Christopher Dale, Alex Edwards, Brandon Thomson
Mercyhurst University Institute for Intelligence Studies

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For Questions or Comments, Please Contact the Authors:
Christopher Dale Email: cdale81@lakers.mercyhurst.edu
Alex Edwards Email: aedwar44@lakers.mercyhurst.edu
Brandon Thomson Email: bthoms45@lakers.mercyhurst.edu

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Porter’s 4 Corners .............................................................................................................
History / Background.........................................................................................................
Management Profiling .......................................................................................................
Products / Services.............................................................................................................
Marketing...........................................................................................................................
Operations..........................................................................................................................
Strategies............................................................................................................................
Financials ..........................................................................................................................
Corporation Current Events ..............................................................................................
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purchasing of new airplanes.
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Program to be the backbone of
our consumer base.
Response Profile:
Current Strategy:
x In a bad financial position, but looking to emerge from
bankruptcy and dominate the market.
x Introducing new airplanes that are technologically
advanced and will help in reducing costs, most notably fuel.
x Merger with U.S. Airways will increase an already expansive
route system.
x The AAdvantage program will grow with the pending
merger and increase loyalty among business travelers.
Capabilities:
Strengths
x Part of the oneworld alliance.
x Approximately 900 aircrafts that serve
3,400 flights daily.
x Largest airline loyalty program.
Weaknesses
x Negative net income.
x Filed for chapter 11 reorganization.
x Will be disorganized due to the
merger initially.
Future Goals:
x Implement innovative ideas and
wise investments to minimize
our environmental footprint.
x Become the largest airline in
the world.
x Increase international presence.
Assumptions:
x Fuel costs will continue to rise.
x The merger with U.S. Airways
will return American Airlines to
financial prosperity.
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creditors and how many funds are provided by
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high ratio indicates increases in debt.
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obligations.
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