Abstract

This case study is about United Airlines Inc. (popularly known as United), the third largest airliner in the world. As of January 21, 2020, the Company has total 828 mainline fleet and 600 regional aircraft. United Airlines reached its 2020 adjusted diluted earnings per share target of $11 to $13, one year ahead of schedule. The company flew most revenue passengers in company history in 2019. The current case contains information and analyzes anairline in the world, United Airlines, regarding its strategies, marketing mix, market, customer segmentation, etc.

The authors have discussed about various strategies that are being used by the United Airlines to meet its operational and other challenges, through the Hub & Spoke Strategy being followed by the airline, and reviewed the advertising and marketing strategies, along with examining the impact of Covid-19 on the airlines, and how it sought an injection of funds from the government, while using suggested turnaround strategies to save the airline owing to the current issues being faced by it.

Learning objectives

This case study would help students and other management specialists in learning about the operational and managerial aspects of the airlines industry. It would provide insights about the relative advantages of employing certain business models with regard to airlines industryand help develop the decision-making and analytical skills of students reading this case study,which would enable them to become effective problem-so lvers in the real-world situations in their own managerial contexts.