The document is a competitive intelligence report on American Airlines authored by Christopher Dale, Alex Edwards, and Brandon Thomson from Mercyhurst University. It includes various analyses such as SWOT, market strategies, and financials, focusing on American Airlines' operational performance and competitive standing. The document provides insights and recommendations for enhancing service efficiency and customer engagement.

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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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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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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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company is able to meet its short-term
obligations.
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104. A m e r i c a n A i r l i n e s C o m p e t i t i v e I n t e l l i g e n c e R e p o r t | 58
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