Running head: DELTA AIRLINES
Recommendations to the Senior Management Team: Delta Airlines
Date of Submission
Playing the role of a strategic management consultant, there is the need to provide
recommendations to the senior management team that will ensure the success of the development
of strategic management plans about the issues being encountered by the Delta Airline Company.
Therefore, the discussion below discusses the recommendations that would be suitable for the
development of their strategic management plans the Delta Airline.
Management of Customer Hostility
First of all, it is true that the client's loyalty to the Delta Airlines administration was way
below the customer loyalty that existed in other companies. According to the research conducted
by the American Customer Satisfaction Index, the research results indicated that the company
trailed with a lower index of about 56 percent with those of United States Airways ranging at 62
percent, Continental with 65 percent and the Southwest had 85 percent (Gilliland et al…, 1986).
Therefore, management of customer hostility will be the first recommendation to the Airline. It is
clear that the clients are not content with the way in which operations at both the airplane
terminal and company's workplaces are done. For instance, there are a lot of postponements. In
light of this, the administration should enhance the issuance of tickets and sharpen the workforce
at the air terminal with the need to improve their speed and the way they deal with limits. Also,
there have been some issues with the security faculty; this is in accordance to the grievances
brought about by the clients concerning the serious security checkups. There is the need for the
security staff to enhance their speed on how they respond to the incidences. Keeping in mind the
end goal of eliminating the delays, the firm ought to organize with the airline's management to
obtain cutting edge security gear that will enable an efficient and quick response (Zeng, Wen &
In reality, the carriers are being ridiculed being of low standards. For instance, there was
a professor who brought about complains that though the tolls in 2012 were lower, the Airline
still lacked other things of interest except for the in-flight amusement (Kaufman, 2003).
Everything was of low standard. Therefore, to attract more clients, the structures of the planes
ought to be enhanced. The leg rooms also need to be enlarged in a way that customers can be in a
position to make the most of their stay in the planes without getting bored.
It is apparent that the company has been reported to have been charging the customers
highly on the overhead baggage. Delta airline is among the carriers that have emerged to have
been charging the highest baggage overhead fee at $100. The fee should be standardized and
harmonized for it to be in line with the charges pursued by different firms in the business
keeping in mind the end goal is to compete adequately with other enterprises. The harmonization
will likewise go about as a motivator to the travelers, and subsequently, they will be inclined to
use the service of the Delta Company. Consumer loyalty plays a major role in the success of a
Improve on Marketing Strategy
In this, I recommend the company to enhance its market strategy. There is the need to
improve the techniques through which the firm markets and sells its services. Delta Company is
a victim of poor product advertisement; more intense product promotion will help in improving
the relation between the firm and the public. For instance, it was reported that the firm does not
participate in the Television commercial advertisements. The senior administration of the Delta
carrier should turn to the ut...