Delta Air Lines Case Study

Company/Product Overview:

-Delta Air Lines mission statement:

"We-Delta's employees, customers, and community partners-together form a force for positive local and global change, dedicated to bettering standards of living and the environment where we and our customers live and work. We are Delta's force for global good."

Delta's mission statement demonstrates their intentions to be a "force for global good," but this mission statement doesn't really state their company's actually mission. This statement just describes how Delta's employees, customers, and community partners want to continue being a "force for global good," but not once do they actually state how they are being this "force" or even what their company does. At no point in the mission statement does Delta even mention that they are an airline company. The one point in their mission statement that is well written and good for the company is the fact that they state that as a company, they are "dedicated to bettering the standards of living and the environment where we and our customers live and work." This part of Delta's mission statement is actually relatable to their company and their customers because they are trying to become more efficient and green to reduce their ecological footprint. Delta is accomplishing this by making their planes more fuel-efficient.

History:

-Delta Air Lines was founded in 1924, and it was originally Huff Daland Dusters, which was the world's first crop-dusting service. It was originally founded in Macon, Georgia, but later moved to Monroe, Louisiana in 1925. In 1928 CE Woolman and two of his partners bought the company and that was also when the name changed to Delta Air Lines. A year after the company name change, Delta began flying passengers from Dallas, TX to Jackson, MS. In 1953 there was a merger between Delta and Chicago and Southern Air Lines (C&S). In 1961 Delta launched their first continental flight service and bought Northeast Airlines in 1972. Flights to the UK came shortly after in 1978. Today Delta is the largest airline (market share) in operation at 16.30% of the market share. They are followed by United Airlines in 2nd at 15.10% market share, and Southwest Airlines in 3rd at 15.00% market share.

Culture:

-Delta Air Lines contributes to multiple organizations and programs annually. As a company they donate more than $1 million every year, and they maintain a lot of their focus on enriching the community. Delta also promotes community enrichment by participating in volunteer, civic, and social activities, and they also encourage consciousness, awareness, and consideration for community needs and supporting an improved quality of life for everyone. Delta also supports multiple programs that fall under the categories of health & wellness, youth development, and arts & culture. Delta Air Lines also presents the Delta Prize every year to an outstanding individual who has also helped out their communities in various ways.

Key People:

-Edward H. Bastian (Age: 55)

Edward Bastian is the current president of Delta Air Lines and has been since 2007.

-Richard H. Anderson (Age: 57)

Richard