1. “Just Plane Smart”
Competitive Intelligence Analysis
Peter Grassman
July 16, 2010

2. 2010 "Top Low Cost Airline for 2010 Airline Quality Rating (AQR)
Customer Satisfaction"- JD Power selected AirTran Airways as the top
and Associates ranked low-cost airline

3.  Fleet of 110
Airbus A320
aircrafts and
41 EMBRAER
190 aircrafts
 Serves 60
destinations
 600 daily
flights

4. Year Operating Operating Net Income ($)
Revenue ($) Expenses ($)
2010 (Q1) 870,000,000 828,000,000 (1,000,000)
2009 3,286,000,000 3,007,000,000 58,000,000
2008 3,388,000,000 3,279,000,000 (85,000,000)
2007 2,842,000,000 2,673,000,000 12,000,000
2006 2,363,000,000 2,236,000,000 (1,000,000)
2005 1,701,000,000 1,653,000,000 (20,000,000)

6.  Operates 86 Boeing
B717-200 aircrafts
and 52 Boeing B737-
700 aircrafts
 700 scheduled flights
per day to 63
locations in the United
States
 Hub: Atlanta, Georgia

7. Year Operating Operating Net Income ($)
Revenue ($) Expenses ($)
2010 (Q1) 605,140,000 602,090,000 (12,030,000)
2009 2,341,400,000 2,160,200,000 134,662,000
2008 2,552,500,000 2,628,300,000 (266,334,000)
2007 2,310,000,000 2,167,300,000 50,545,000
2006 1,892,100,000 1,851,200,000 14,494,000
2005 1,892,100,000 1,427,100,000 9,320,000

8.  Airline Quality Rating
(AQR) selected AirTran
Airways as the top
ranked low-cost airline
of 2010.
 Received the Market
Leadership Award from
the editors of Air
Transport World (ATW).

9. Internal Sources External Sources
 Sales Force  Mergent Horizon
 R&D  OneSource
 Marketing  LexisNexis

10.  Weekly PowerPoint presentations
◦ In the event executives are busy, presentations will be uploaded to
SlideShare and e-mailed. E-mailed presentation will provide slides with
audio analysis.
◦ See example: http://www.slideshare.net/grassma1/southwest-airlines-
4738510
◦ Weekly PowerPoint presentations will be archived on Southwest Airlines
Co. server for future use.
 A monthly executive summary with intelligence from the
previous month
◦ Monthly executive summaries will be archived on Southwest
Airlines Co. server for future use.

11. Databases:
LexisNexis
Marketline
Mergent Horizon
OneSource
Websites
http://www.airtranairways.com/about-us/awards.aspx
http://www.airtranairways.com/about-us/corporate_info.aspx?nav_id=107
http://www.jetblue.com/about/
http://www.jetblue.com/about/ourcompany/awards.asp
http://www.southwest.com/about_swa/?int=GFOOTER-ABOUT-ABOUT