Responding to a changing external business environment
An United Airlines case study

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Page 1: United Airlines

United Airlines was formed in 1927 from four airlines: Boeing Aeroplane Company, National Air Transport, Varney and Pacific Air Transport. From being predominantly a USA domestic carrier, United Airlines expanded into international routes to become the world's second largest air carrier. With hubs in Chicago, Denver, Los Angeles, San Francisco, Washington D.C. and key international gateways in Tokyo, London, Frankfurt, Miami and Toronto, United flies to 117 destinations in 26 countries. United employs more than 80,000 people worldwide and carries more than 210,000 passengers daily. Through the Star Alliance, United's customers have access to more than 700 destinations around the world.

By using marketing activities to provide customer-focused products and services, United remains an industry innovator. In a service-based industry, customers and the services they require are at the centre of any marketing strategy. In addition to offering convenient scheduling throughout its domestic and international routes, United seeks to attract high-yield customers and to earn their preference and loyalty. It does this by being quick to innovate in areas such as frequent-flyer programmes as well offering enhanced products and services such as e-tickets, and improved electronic display systems, gate readers and scanners.

United Airlines | Responding to a changing external business environment