case assessment

1.Define Alaska Air Group's industry. Who are the key competitors? Look carefully at Alaska Air's routes, including Horizon Air and Virgin America, before identifying their competitors.

2.Describe Alaska Air group's external environment using the PESTEL model. For this analysis, describe the external forces, not Alaska Air's responses to these forces.

a)Political Forces

b)Economic Forces

c)Social Forces

d)Technological Forces

e)Environmental Forces

f)Legal Forces

3.Analyze Alaska Air Group's industry using the Five Forces Model. Rate the strength of each force as low, moderate, or high.

4.List key ethical considerations that Alaska Air group should consider in building its business strategy.