Delta Air Lines

Delta Air Lines

Differentiation Strategy

An organization responds to the structure of its industry by choosing a competitive strategy. According to Porter, firms engage in one of these four completive strategies: cost, differentiation, industry-wide, and focus. Organizations can focus on being the cost leader, or it can focus on differentiating its products or services from those of the competition. Also furthermore, the organization can employ the cost or differentiation strategy across an industry or it can focus its strategy on a particular industry segment. To be effective, according to Porter, the organization’s goals, objectives, culture, and activities must be consistent with the organization’s strategy. This means that all information systems in the organization must reflect and facilitate the organizations competitive strategy.

Delta Air Lines started as a humble, little aerial crop dusting operation called Huff Daland Dusters in 1924 has now grown into one of the world’s largest global airlines, helping more than 160 million travelers get to the places they want to go to each year. After researching Delta Air Lines I have concluded that the uses the competitive strategy of differentiation. The organization has been innovation their aircrafts since they were first established. Providing their customers with new and more comfortable ways to get to their many destinations around the world seems to be a mission for Delta Air Lines. Just recently, Delta Air Lines (NYSE: DAL), renovated its Boeing 747-400 aircraft fleet to include full flat-bed seats in the Business Elite cabin and new “slim line” seats offering more personal space and individual in-seat entertainment throughout the Economy cabin. Delta Air Line already has taken delivery of the first modified aircraft, which operated its first flight on Jan. 26, 2012 from Tokyo-Narita to Detroit. All the modifications were completed throughout 2012; customers increasingly saw the upgraded aircraft on...