BUS270 United Airlines Business Strategy Mission and Vision Paper

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BUS 270, Principles of Management and Leadership

Final Paper - Critical Assignment

The critical assignment for BUS 270, Principles of Management and Leadership is one of a series of assignments designed to demonstrate students have achieved the learning outcomes established for the majors in the College of Business and Management. This, like the other four critical assignments, is an integral component of the college’s capstone course, BUS 460, Business Strategy, and serves to measure whether or not the College is successful in achieving the overall learning outcomes for the program.

The specific objective of this critical assignment is to conduct a managerial examination of a company. This exercise will provide students with the opportunity to integrate and implement theory into practice.

For the purpose of this exercise, students will choose a company and conduct the following analysis

Format:

The written paper is to be a minimum of 2,000 words, with 1-inch margins, Times New-Roman or similar 12-point font, with correct spelling and grammar, organized with headings, proper citations, references, and a cover page. APA style formatting.

What must be done:
  1. Analyze the company’s mission, vision and values. (SLO 5.2, SLO 10.1, SLO 13.4)
  2. Analyze the company’s organizational culture. (SLO 2.4, SLO 5.5, SLO 8.2, SLO 13.4)
  3. Analyze the company’s strengths, weaknesses, opportunities and threats. (SLO 5.3, SLO 12.3, SLO 13.4)
  4. Identify the company’s corporate strategy, competitive strategy, and strategic decision making process. Students may select any two applicable components for the critical assignment report. (SLO 5.1, SLO 5.3, SLO 5.4, SLO 8.4, SLO 11.2, SLO 12.1, SLO 12.6)
  5. Identify the company’s initiatives on social innovation, corporate social responsibility, diversity for cultural awareness. (SLO 2.2, SLO 2.4)
  1. Demonstrate proficient writing skills. (

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Explanation & Answer

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Running Head: UNITED AIRLINES CRITICAL ASSESSMENT

United Airlines Critical Assessment
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Course
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UNITED AIRLINES CRITICAL ASSESSMENT
Introduction
Critical writing is a form of feedback after a source material is critically analyzed or
engaged and written down by a student. It improves a student's ability to critical analysis that
was expressed in the writing. Analytical writing is done theoretically in class and done
practically in the field by critically analyzing something and later on put it into the book. Clear
representation and presentation of your findings and its arguments that lead to your conclusion,
confidently refusing and outsmarting other writers without including or analyzing their results
and realizing your limitations in your findings and discussions are some of the characteristics
that accompany critical writing. In this assignment, the analytical essay is about United Airlines.
After critically analyzing the company, a final critical paper is delivered. (Cottrell, 2017)
Mission, vision, and values
Any organization whether small or big, local or international has to have its purpose, and
values that govern it and give it a sense of direction and culture that is maintained in the
company. United Airlines has its mission, vision, and values just as any other organization. Its
idea is to strive and go beyond their expectation to deliver an excellent and quality service for
their customers for every flight and destination. The primary purpose of United Airlines is,
"Connecting people. Uniting the world." With this purpose, the airlines can be able to achieve
and maintain its values which are;" We fly right, we fly friendly, we fly together, and we fly
above and beyond."
The values, we fly right, talks about how the airline conducts itself at very high standards
both on the air and on the ground. Trust was being earned at this level of operation according to
the company. It is believed that with the high standards set, the customers and other regular

2

UNITED AIRLINES CRITICAL ASSESSMENT
passengers see this as an opportunity for the airline to hike its prices in the name of the high
standards. Hence, chasing away customers rather than attracting more. We fly friendly, talks
about being warm and welcoming. The rude and unruly attendants tend to ruin the value but, in
every organization, it cannot be perfect and have the entire employee's kind and humble.
We fly above and beyond talks about being the best and striving to win and a
commitment to excellence. Ambition to exceed and to strive to be the best does bring out the best
in an organization by committing to its values, hence, providing the best for its customers and
also employees, creating a pleasant working environment. It encourages good working
relationship and the zeal to impress. The mission, connecting people, uniting the world drives
everything in the company from the values to the vision and the culture in the airline making it
unique and the best.
Organizational structure
Organizational structure is how the company is poised with a hierarchical structure and
precise definition of the levels. United Airline is multi-divided. It has a very tall hierarchical
structure. Its headquarters is located in Chicago, and it has a span of offices all over the globe.
United Airline top position is the president, Oscar Munoz. It has the board of directors, followed
by the chief executive officer, chief revenue officer, executive vice president- communicat...


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