Ch. 2- The Strategic Planning for Competitive Advantage

American airlines is trying to expand the entertainment on demand by offering an extension of wifi on the aircraft.  The airline's inflight streaming video product to approximately 400 Wi-Fi enabled aircraft by the end of 2012.  American, a founding member of the oneworld® Alliance, was the first North American airline to offer inflight streaming video, which enables customers to wirelessly stream content such as movies and TV shows from an inflight library to select Wi-Fi-enabled laptops during flights.

The entertainment on demand product is currently available onboard American Airlines flights operated by 15 767-200 aircraft - primarily transcontinental flights between New York JFK and Los Angeles and JFK and San Francisco.  In addition, the streaming video product will be installed on more than 90 MD-80 aircraft before the end of 2011.  The remainder of the Wi-Fi-enabled fleet, including additional MD-80 aircraft and Boeing 737-800 aircraft, will be equipped with streaming video by the end of 2012.

This is a great strategic plan which have to be related first on investing wisely, every day American airlines depends on their customer, aircraft, facilities and technological infrastructure which is in what they are trying to improve right now and secondly earning customer loyalty, by making numerous enhancements to their product and service to improve customer travel experience. 

American Airlines Inc Mission Statement

 AMR Corporation is committed to providing every citizen of the world with the highest quality air travel to the widest selection of destination possible.  AMR will continue to modernize its fleet while mantaining its position as the largest air carrier in the world, with the goal of becoming the most profitable airline. AMR is the airline that treats everyone with equal care and respect, which is reflected in the way each AMR employee is respected.  AMR recognize that its employees are the key to the airlines success and invest in the futures in lives of its employees.  by investing in tomorrow technologies and by following a strict adherence towards environmental regulations, AMR demonstrate its commitment to the world environment.          

                                                       

Brief History of American Airlines Inc

    American Airlines, Inc., the principal subsidiary of AMR Corporation (AMR), was founded in 1934 and is headquatered in Fort worth, Texas adjacent to its largest hub at Dallas/Fort Worth Internacianal Airport.  All of American Airlines common stock is owned by AMR.  At the end of 2008, American Airlines provided schedule jet service to approximately 150 destinations throughout North America, the caribbean, latin America, Europe and Asia.  American Airlines is the world's fourth-largest airline in passeger miles transported, passeger fleet size, and operating revenues.  American Airlines has five hubs: Dallas/Fort worth (DFW), Chicago (ORD), Miami (MIA), New York (JFK), and Los Angeles (LAX).  As of the end of the year 2009 American Airlines total employees was 88,500.  American Airlines was listed at # 120 on the fortune 500 list of companies in 2010.

  In addition, American Airline has capacity purchase agreements with two whollyowned subsidiaries of AMR, American Eagle Airlines, Inc. and executive Airlines, Inc. (collectively,AMR Eagle or the AMR Eagle carriers), and two independently owed regional airlnes, which do business as the "American connection" (the American connection carriers).  The AMR Eagle and American connection carriers provide connecting service from eight of American's high-traffic cities to smaller markets throughout the United State, Canada, Mexico and the Caribbean.

    American, AMR Eagle, and the American Connection airlines serve 250 cities in 40 countries with, on average, more than 3,400 daily flights.  The combined network fleet numbers approximately 900 aircraft. American Airlines  is also a fouding member of the global oneworld Alliance, which enables member airlines to offer its customers more service and benefits than any member airlines can provide individually. These services include a broader route network, opportunities to earn and redeem frequent  flyer miles across the combined oneworld network and more airport lounges.  Together, oneworld members serve nearly 700 destinations in over 150 countries, with 8,500 daily departures.  American is also one  of the largest scheduled air freigth carriers in the world, providing a wide range of freigth and mail service to shippers throughout its system onboard American's passenger fleet.

                   

MARKETING 100 SECTION 091

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