Question: MKT 3 4 0 - Project # 1 8 - Chapter 1 8 Project # 1 8 - Chapter 1 8 - Identify Direct, Indirect,

MKT

340 -

Project #

18 -

Chapter

18

Project #

18 -

Chapter

18 -

Identify Direct, Indirect, and Latent Competitors Review direct, indirect, and latent competitors in Chapter

18

of your text

(

pages

530 - 531) .

You'll be basing your analysis on Delta Airlines.

Identify their primary direct competitors.

Identify their primary indirect competitors.

(

Hint: I

'

m not looking for other airlines.

)

Finally, identify one latent competitor based on analyzing microenvironmental and macro

-

environmental forces. Provide a brief explanation of why you selected the one you did. Are there any actions you might take as CEO of Delta to address this potential latent competitor?

MKT340- Project #18- Chapter 18 Project #18- Chapter 18- Identify Direct,

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