Chapter 6- Consumer Decision Making

     

     American Airlines positive characteristic that Identify is the sense of security accomplish. American Airlines is unique by courtesy and non-discriminatory when providing customer service to their clients.  Also one of the factors that influence on consumer behavior, is that American Airlines have unlimited flights on varies destinations and provides passenger with broad choice of desire destinations.

     Another factor that makes American Airlines to be part of customer's life, if that they are the only airline that offer a lowest airfares and travel price guarantee plus earn AAdvantage miles, when you book your flight ,hotel, rental car, cruise, activities or everything at once as a package on AA.com.

    

                                                                            

Ch.5- Developing a Global Vision

   American Airlines have been very successful throughout their global marketing.  They have been taken their service almost in everywhere serving 250 cities in 40 countries; now early on this year American Airlines inaugurated a new service from New York (JFK) to Tokyo Haneda, the biggest and busiest airport in Japan.  Moreover getting into the next generation, American Airlines is trying to have a strongest relationship with Japan to utilize worldwide network to offer customer routing choices and increased cargo capacity between Asia and the Americas.

     

       Through this agreement concluded in April this year both Japan airlines and American airlines will cover some 300 distinct destinations worldwide, while maximizing the value of their combined routes between Asia, the United State and the Latin American.

     

    This is a great opportunity for American Airlines, so that they can improve their global vision and let these people know how well and efficient is their service.

                                

                                 

                                              

Ch.4- The Marketing Environment

     Through the time American airlines has been one of the top global airlines in the world.  In order to impact the external environment they have implemented an environmental management for almost 20 years, which consist in audits, planning, corrective action and management review.  In 2010 they performed 59 internal audits, including audits at all major airport operations and maintenance base.

     The following charts will be related to the environmental data, which is based on jet fuel consumption, ozone depleting substances, and water usage and noise performance of the company.

        

Ch. 3- Ethics and social responsibility

American Airlines ethics and social responsibility is based on making a positive impact in the lives of their customers, employees, shareholders, and in the community and environment where we live, work and play.  Their future depends on ensuring that American Airlines continues to be “Good Place for Good People”.

            Here is what they say about how important they are for our community and how well they have been doing by having an outstanding corporate socially responsible image:

We recognize that we are more than an airline.  We are an economic engine that powers the movement of people, the flow of products, and the exchange of ideas across continents and around the world. We are a bridge between cultures and an important part of a global community connected through citizenship and caring.  We also are an integral part of communities around the globe.  As a company, through employee fundraising and volunteerism and by partnering with our AAdvantage members, we are deeply committed to supporting causes important to our communities, employees, and customers.  In spite of challenging economic times, we have continued supporting our communities because community service and being a good corporate citizen are fundamental values of our company.

                                                      

2010 Highlights

·         American and American Eagle recalled or hired over 3,600 employees in 2010.

·         American and American Eagle's 2010 economic impact in the United States and internationally was greater than $105 billion and our total world-wide job impact was 870,800 jobs.

·         Over the past 10 years, we invested billions of dollars in facilities, including our $1.3 billion investment in New York's John F. Kennedy International Airport, renovations at London Heathrow, our investments associated with consolidating several oneworld member airlines in Terminal 2 at Tokyo's Narita airport, and facilities improvements in Latin America.

·         American was named Corporation of the Year by four organizations that champion supplier diversity.

·         American and American Eagle flew 30 missions into Haiti carrying over 400,000 pounds of relief supplies in addition to transporting medical and relief personnel after the January 2010 earthquake. American was the last airline to depart from Haiti after the earthquake and the first airline to return.

·         In 2010, direct and indirect support for Susan G. Komen For The Cure® was estimated to be more than $14.4 million and involved more than 20,000 employee donors and volunteers.

·         Employees donated more than $1 million to charitable organizations through our American Giving Charitable Fund.

·         In 2010, 1,600 employees recorded 38,000 hours of volunteer service to 207 organizations through 3,000 unique individual and team projects.

·         American Airlines flight attendants and Admirals Club personnel helped raise $1.6 million from passengers under the UNICEF Change for Good program, also proudly supported by Airline Ambassadors International. To date, this program has raised over $6 million for programs aimed at reducing child mortality of preventable diseases.

·         American Eagle continued its partnership with Kids in Distress (KID) to help abused and neglected children by hosting the organizations' 12th annual charity golf tournament. Since inception, the tournament has raised more than $100,000 for KID

                                          

                           

                    

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.