In this activity you will make decisions as a leader within Eagle Aviation. Eagle Aviation is facing new challenges and, in each module, you will be tasked with making a decision for the organization.

Background

You are on the leadership team of Eagle Aviation, a large, commercial airline. Eagle Aviation started as a major low-cost American airline headquartered in New York City with corporate offices in Florida. Eagle Aviation operates over 1,000 flights daily and serves 100 domestic and international network destinations in the U.S., Mexico, the Caribbean, Central America and South America.

Company

Eagle Aviation was founded in 1998 and is relatively young and small in comparison to the larger, more established commercial airlines. Eagle Aviation grew rapidly with many analysts predicting the growth rate would become unsustainable. While revenues did eventually drop, the financial performance has improved and Eagle Aviation moved into a strategic partnership with another commercial airline to expand destinations and customer connectivity.

Industry

During the last decade, commercial aviation growth has undergone an extraordinary renewal process: operating costs have been reduced, unprofitable routes have been eliminated, and older less fuel-efficient aircraft have been grounded. Besides, something that we have witnessed, and which has contributed to the increase in airlines' operating revenues, has been the breakdown and fragmentation of the services offered to the customer. For this reason, it has been possible to lower ticket prices, democratizing access to commercial aviation to a broader public and, in turn, maximizing the airlines' profits.

Questions

• What are the two most compelling forces that Eagle Aviation must consider when developing a plan for continued growth and success?
• What makes Eagle Aviation an attractive airline for consumers?
• What are four broad goals for Eagle Aviation to consider for strategic development over the next 5 years?