Strategic Analysis of Delta Airlines: Evaluating Competitive Position and Long-Term Sustainability

Raneen Kawash

Bakalářská práce

Anotace:

This research examines Delta Air Lines' strategic position as a major airline carrier through established strategic management frameworks. The research investigates Delta's performance maintenance strategies and its response to industry challenges in this competitive and dynamic sector. The research employed PEST analysis, Porter’s Five Forces, SWOT, VRIO framework, and Value Chain Analysis to evaluate both external market conditions and internal company capabilities. The research relies on qualitative secondary research methods, which incorporate company reports together with academic sources and industry data. The research demonstrates that Delta Air Lines achieves long-term success through its powerful brand identity, operational efficiency, customer retention strategies, and innovative practices, including AI implementation and vertical integration through Monroe Energy. The research demonstrates how sustainability has become a vital strategic factor because Delta Air Lines maintains profitable operations while meeting environmental and social responsibilities. The research provides a detailed understanding of how Delta Air Lines sustains its competitive position in the unpredictable global market through strategic alignment and adaptability.

Abstract:

This research examines Delta Air Lines' strategic position as a major airline carrier through established strategic management frameworks. The research investigates Delta's performance maintenance strategies and its response to industry challenges in this competitive and dynamic sector. The research employed PEST analysis, Porter’s Five Forces, SWOT, VRIO framework, and Value Chain Analysis to evaluate both external market conditions and internal company capabilities. The research relies on qualitative secondary research methods, which incorporate company reports together with academic sources and industry data. The research demonstrates that Delta Air Lines achieves long-term success through its powerful brand identity, operational efficiency, customer retention strategies, and innovative practices, including AI implementation and vertical integration through Monroe Energy. The research demonstrates how sustainability has become a vital strategic factor because Delta Air Lines maintains profitable operations while meeting environmental and social responsibilities. The research provides a detailed understanding of how Delta Air Lines sustains its competitive position in the unpredictable global market through strategic alignment and adaptability.

Klíčová slova

strategic analysis, airline industry, PEST, VRIO, Delta Air Lines, sustainability, competitive advantage, Porter’s Five Forces, Value Chain

Keywords

Delta Air Lines, strategic analysis, airline industry, competitive advantage, sustainability, PEST, VRIO, Porter’s Five Forces, Value Chain

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 5. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 10. 6. 2025
• Vedoucí: Tanweer Ali
• Oponent: Karel Pernica

Vysoká škola ekonomická v Praze

Bakalářský studijní program:
Bachelor of Business Administration