Case Study 1: Continental Airlines Flies High With Its Real-Time Data Warehouse

User Generated

yvyv1234

Computer Science

CIS 356

Strayer Univeristy

Description

Read the End of Chapter 3 Application Case entitled, “Continental Airlines Flies High With Its Real-Time Data Warehouse,” located in the textbook.

Write a three- to four-page paper in which you:

  1. Examine the Continental Airlines Go Forward plan and its business benefits.
  2. Explain why it is important for an airline to use a real-time data warehouse.
  3. Examine the major differences between the traditional data warehouse and a real-time data warehouse, as was implemented at Continental Airlines.
  4. Identify strategic advantages that Continental Airlines can derive from the real-time system as opposed to a traditional information system and explain why.
  5. Assess the factors that contributed to the successful implementation of the real-time data warehouse.
  6. Propose at least two ways that Continental Airlines can enhance the established data warehouse system in the future.
  7. Use at least three quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.

User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

Attached.

1
Running head: CONTINENTAL AIRLINES

Continental Airlines
Student’s name:
Professor’s name:
Course:
Date:

2

Abstract
The Continental Airlines, in 1994, was swiftly plunging into bankruptcy because of deep
financial troubles. There were issues of extreme customer seat overbooking, frequent baggage
arrival issues, and a low percentage of on-time departures all which resulted in poor customer
performance hence decreased ticket sales. As a means to the solution, the airline decided to hire a
new CEO, Gordon Bethune. Being hired at such a time required Bethune to strategize and revive
the dying Continental Airlines. He, therefore, initiated the Go Forward plan, which required the
simultaneous implementation of four interrelated elements. First, Bethune sought to understand
customer perceptions and needs to improve customer-valued performance measures. Due to the
ineffective and time-consuming high-value customer program implementation as well as separate
different query processing systems, the CEO also targeted financial management overhaul. In other
words, Bethune decided to integrate the operations data sources, revenue, information technology,
and marketing of Continental Airlines into a one enterprise data warehouse.
Importance of the Go Forward Plan
The primary focus of the Go Forward Plan was on the measures that could impr...

Related Tags