Strategic Management in Delta Airlines

Create a 4 page paper that discusses strategic management in delta airlines. Aviation industry is regarded highly competitive, requiring technical expertise and safety measures to be adopted.But the core competency that make two similar airlines differentiate are dependent on the role played by customers, people and employees irrespective of machinery and tangible assets. The implications generated through a slight deviation in not meeting the potential needs of general stakeholders could be pervasive, influencing the culture of an organization, its structure and strategies encompassing operational procedures (Appelbaum, &amp. Fewster, 2004). At present Delta Airlines is adept at serving one sixty million clients per annum, offering travel to near three fifty destinations across seventy countries (Delta, 2011). Strategy is being driven in the US aviation sector by two factors that emerged right after the deregulation took place in 1978. One is the worldwide safety concern and the other being the increased perceptions of clients in relation to the services offered by the company. Studies carried out by researchers have revealed that poor service acquisition and accidents in aviation are not always linked to the technical faults yet sometimes there are human factors involved. “Sub-optimization” or lack of proper management practices with regard to decision making, communication, employee motivation could bring in a rapid turnover in client share, market position, loss of tangible assets possessed by the firm, and in more severe circumstances this could lead to “loss of life”.

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