Chiana Larson
Delta Airlines Case
1. Conduct a Porter’s Five Forces analysis to evaluate the competitive forces for the
airline industry. What is Delta’s competitive position?
In terms of competitive power, there is an extremely high degree of competition
in the airline industry over routes, fares, schedules, facilities, products, customer
services, and frequent flyer programs. The big-name airlines in the US all
primarily fly from the same airports to the same destinations for relatively the
same price point. Therefore, the chance of a Delta customer booking a flight with
another competitor airline is very high. This high degree of competition has led to
extensive investment in the differentiation of the customer experience. As for the
