1
AirlinesGroup A
Requirements Written Work pages Presentation
20 Minutes Discussion 10 Minutes
2
The Business Problem

• Continental Airlines is the fifth largest airline
  in the United States.
• To win in todays highly competitive skies,
  Continental has undergone an aggressive expansion
  which has included the addition of new domestic
  and international routes.
• The airline and its competitors continually face
  a mix of challenges in the areas of efficiency,
  logistics and consumer marketing that are unique
  to their industry. In such a hyper-competitive
  environment, Continentals ability to present
  information regarding travel patterns throughout
  many sectors of its organisations in various
  locations has become critical to increasing
  growth through customer satisfaction.
• The company lacks a corporate data infrastructure
  which would allow a broad range of employees
  quick access to key insight about its customers.
  The airlines initial objective is to enable the
  accurate forecasting of passenger booking levels.
  The ability to view travel patterns by the
  origin and destination of each customer in
  essence, getting a complete look at a travellers
  itinerary would provide customer bookings,
  route scheduling, baggage operations, and many
  other internal departments with essential
  information to further improve results.
• Additionally the airlines purpose is to be able
  calculating the profitability of specific
  destinations. The question is which seats on what
  routes are generating significant profit for the
  airline.

3
Questions

• How can Continental Airlines achieve efficiency
  in the areas of logistics and consumer
  marketing?
• Develop a solution for Continental Airlines
  including data and marketing components using
  the CRM Framework
• Show a step by step implementation approach
• Discuss the needed capabilities
• Assess the Benefits and Risks of the suggested
  solution
• How can the airline determine the destination
  and customer profitability?
• Use a framework to show the needed steps
• Discuss the problem with variable and fixed
  costs
• Discuss the observed time period
• Why is customer profitability very important for
  the company?
• Discuss the airline market in Greece