Having heard of your growing prowess in matters of strategic analysis, Mr. Ed Bastion has retained your

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Question:

Having heard of your growing prowess in matters of strategic analysis, Mr. Ed Bastion has retained your services to help them assess Delta's situation and make recommendations for improving the company's strategy and sustaining the company's growth and business performance.

You are expected to provide Delta's senior executives with a report that is thorough and thoughtfully prepared, which reflects a strong grasp and application of the tools and concepts of industry and competitive analysis and company situation analysis, and that is professionally presented in every respect. Please make sure you address the following questions.

What is the competition like in the airline industry (you can focus on the industry using your criteria)? Do a strategic group map and five-forces analysis to support your conclusion. What do you as the key success factors for firms in the airline business?

What do a Pestel and SWOT analysis reveal about Delta's situation? Is the company in an attractive situation and position? Why or why not? (a supporting exhibit containing your bullet points would be appropriate, but you should discuss the conclusions of the SWOT in the body of your report).

What is your assessment of Delta's financial condition? What are the key ratios and trends that lead you to this conclusion?

How has Delta implemented its strategy? What main internal factors account for the company's success so far? Are they consistent with each other?

Based on your analysis of the industry and of Delta's situation, what problems and issues does Delta's top management need to address? How are they connected? Which ones are top priority? low priority?

What actions would you recommend to Mr. Ed Bastion to improve the company's competitive position and long-term financial performance? Each recommendation should be accompanied by persuasive supporting arguments and implementation suggestions.