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Delta Air Lines, Inc. is a United States airline with its headquarters and its largest centre in Hartsfield-Jackson, Atlanta International Airport, Georgia. As at October 2016, the airline, together with its affiliates and regional subsidiaries operate more than 5,400 flights a day and provide services to a large national and international network, including 319 destinations in 54 countries on six continents. Delta is one of the four founding members of the SkyTeam airline alliance and manages joint ventures with Air France-KLM, Alitalia, Korean Air, Aeromexico, Virgin Australia and Virgin Atlantic. The regional service is operated under the Delta Connection brand.

Delta airline is the sixth oldest airline based on the date it was founded, and the oldest airline still operating in the United States. The company’s history dates back to Huff Daland Dusters, founded in 1924 in Macon, Georgia, as a crop dusting operation. The company later moved to Monroe, Louisiana, and was later renamed Delta Air Services, referring to the neighbouring Mississippi Delta region and began providing passenger services on June 17, 1929.

In 2013, Delta Air Lines was the largest airline in the world in terms of the numbers of passengers carried (120,600,000), and the second largest in terms of passenger-kilometres revenues flew (277.6 billion) as well as.

See – Qatar Airways Mobile App For Flight Booking Online

Features of the Fly Delta App For Android, iPhone, iPad, Kindle Fire & Windows you need to know

Delta airline mobile application, also widely known as Fly Delta offers you a quick access to your day-of-travel information and boarding pass, Fly Delta app makes travel easier than ever before.

A Kindle Fire HD should be a perfect companion on a long flight, yet it is useless for flight tracking/ticketing/gate info on Delta, a major national and international airline. On Delta aircraft equipped with wi-fi, there is no charge for accessing the Delta site, either on their website or using a app. Flight updates: Get the latest flight updates by simply retrieving your reservation and allowing American Airlines to send notifications to your mobile device.-Interactive terminal maps: Navigating airports is a breeze with our interactive terminal maps. Find the closest Admirals Club lounge or get directions to your connecting gate. Delivery Driver salaries at Delta Air Lines can range from $37,169-$39,652. This estimate is based upon 1 Delta Air Lines Delivery Driver salary report(s) provided by employees or estimated based upon statistical methods. See all Delivery Driver salaries to learn how this stacks up in the market.

Delta Airlines is the second-largest airline in the world, is also a major American airline, headquartered in Atlanta. The Delta triangle logo was designed in 1959. 2 days ago  ATLANTA: Delta Air Lines said on Monday (Feb 8) it will continue to block some seats on all flights through spring break and Easter to provide a bit more space between passengers.

Find, compare and book local and International flights while you check the latest flight status and get flight and gate change notifications right on your mobile device. View public transportation, airport maps and details and weather information before your scheduled flight while you can also manage your trips and customize your travel preferences at the same time.

You can download the Fly Delta Mobile application today and install on your Android and Apple device for free.

Behind The Scenes: Your Bag’s Journey On Delta

Team 2: Manogna Kadoli, Melissa Luther, Blake Robbins, Kyle Clifton

Background:

Delta Airlines is an American airline, offering customers more than 5,400 daily flights with an extensive domestic and international network that includes 333 destinations in 64 countries on six continents, as of June 2014. Delta employs nearly 80,000 employees worldwide and operates a mainline fleet of more than 700 aircrafts. The airline currently serves nearly 165 million customers each year, and Air Transport World Magazine named it 2014 Airline of the Year. Delta operates ten domestic hubs and three international hubs in Amsterdam, Paris, and Tokyo. Key hubs and markets include Amsterdam, Atlanta, Boston, Detroit, Los Angeles, Minneapolis-St. Paul, New York-JFK, New York-LaGuardia, Paris-Charles de Gaulle, Salt Lake City, Seattle and Tokyo-Narita. Delta Airlines has invested billions of dollars in airport facilities, global products, services and technology to enhance the customer experience in the air and on the ground. (1)

Domestic Airlines Routes of Delta – Spoke Hub System https://airlineroutemaps.s3.amazonaws.com/maps/Delta_Air_Lines.gif

Porter’s Five Forces Analysis

Porter’s Five Forces analysis provides further insight into the airline industry from the perspective of Delta Airlines. The power of suppliers in the airline industry is incredibly high. Labor, aircraft manufacturers, and fuel are three major inputs, all of which attribute to the external environment for an airline. The price of airplane fuel often fluctuates significantly depending on geopolitical and other environmental factors. Labor for airlines are unionized, thus prone to strikes and costly demands from airlines. Lastly, there is duopoly of commercial aircraft suppliers: Boeing and Airbus. However, there are several competitor aircraft suppliers attempting to enter the commercial airplane market, such as: Bombardier of Canada, United Aircraft Corporation of Russia, Comac of China, and Brazil’s Embraer. The increasing competition among commercial aircraft suppliers may prove to weaken their power over the next several year. Although there are other suppliers, their production and progress thus far is on a significantly smaller scale. (2) Also labor is unionized, making the bargaining power of suppliers high.

Porter’s Five Forces http://www.cgma.org/Resources/Tools/essential-tools/PublishingImages/porters-five-forces.jpg

The bargaining power of consumers from Delta’s perspective would also be classified as high. This is due to the fact that when booking a flight, the consumer often has a variety of airlines to choose from. The airline industry as a whole is a very price sensitive market from the consumer’s perspective. According to the International Air Transport Association, “passengers are becoming increasingly sensitive to price, led by the boom in low cost travel, the transparency brought by the Internet and the intense competition in deregulated markets.”(9) It should be of no surprise that in order to enter the airline industry a significant investment is required. Therefore, the barriers to entry in the airline industry are medium to high. To enter the airline industry, one must not only have a substantial amount of capital, but they must also have extensive knowledge of the industry and the current players.

When analyzing the substitutes and alternatives of flying as a passenger or sending shipments, it is easy to conclude that there are very few. In the United States, consumers rarely consider driving or taking a train for extended distances and opt for flying instead. For shipments, the speed is unmatched when comparing other modes of transportation. Thus, the threat of substitutes in the airline industry is low. However, the rivalry amongst competitors within the airline industry is very high. As a consumer it is often difficult to differentiate between airline carriers. Delta specifically is differentiating itself from other airlines in the way they approach overbooking. The silent auction program, which will be discussed later on in the blog, is one of the ways Delta differentiates themselves among competitors. Airlines tend to bump passengers to later flights, and this is Delta’s way of combating the issue. Additionally, there are often mergers and acquisitions in the industry, therefore making it difficult for smaller airlines to survive. This increases competition for Delta, who is then forced to compete with major airlines like American, which recently acquired US airways. (3)

Delta Airlines Supply Chain

The oil refinery in Trainer, which Delta bought in 2012 as a source of discounted jet fuel, supplies the airline’s Northeast operations. http://articles.philly.com/2014-07-25/business/51956566_1_monroe-energy-l-l-c-refinery-production-jet-fuel

From a logistics perspective, much has changed in the airline industry as supply chain processes have further been embedded in business operations. Delta Airlines is considered to be the leader of the spoke-hub system upon its inception in the mid-1900s. The spoke-hub system is a form of transportation in which passengers and cargo travel along spokes, from smaller airports to a large central airport (hub) to make longer trips. For example, if a passenger travels from the Lansing airport to Chicago, they would often need to travel via Detroit Metro airport, with Detroit Metro being the hub. Another instance is the inbound logistics shift that has since affected the way people and freight move. With direct flights offered between NY-JFK and Mumbai as well as expansion in the Middle East and Africa, aircrafts no longer have to connect over Europe which had previously slowed transit and impeded trade opportunities. Hence increasing market opportunities are further global development (Paul Byrnes, Director, Cargo Ops, Delta).

In efforts to source discounted jet fuel to supply all Northeast operations, Delta Airlines acquired the Trainer Refinery from ConocoPhillips in 2012. The move to vertically integrate through Delta Subsidiary Monroe Energy was made to generate higher fuel cost savings for Delta’s operations, as fuel costs represent the largest expense in an airline’s value chain. As of July 2014, Monroe Energy entered into a five-year agreement with Bridger, LLC to supply 65,000 barrels of domestic crude oil daily to the Trainer Refinery. The alliance with Bridger helps Delta to secure supply of domestic crude refined at the facility, which increases Delta’s capability to better manage jet fuel costs. Delta’s pre-eminent decision to “directly connect the oilfield to the jet engine” has driven the airliner’s robust fuel hedging program, as well as improve fleet efficiency and fuel conservation efforts, according to Delta’s VP of Fuel Optimization and Chairman of Monroe Energy. (10) While Delta announced the Trainer Refinery produced a $41 million loss for the March quarter due to lower market fuel prices that ultimately lowered their overall fuel spend, Delta still expects the refinery to render profits in the long term. (4)

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Biggest Threats to Logistics Activities

One of the largest threats to Delta’s supply chain is fuel costs. U.S. airlines require about 1.27 million barrels of jet fuel per day. At 42 gallons per barrel, this translates to 19.5 billion gallons per year. At current rates of consumption, every penny increase in the price of one gallon of jet fuel results in an additional $195 million in annual operating expenses for the industry. In addition, carriers usually have only one or two choices of fuel suppliers at airports, which mean airlines have almost no buying power when it comes to fuel. Delta has combated this issue by buying a refinery from ConocoPhillips. Vertical integration will decrease fuel costs for the company, giving them a competitive advantage over other airlines, as mentioned above. As stated in the class article “Delta Air Lines Buys an Oil Refinery,” after an investment of $100 million dollars, Delta expects to begin processing 185,000 barrels of oil a day, which would cover 80% of their U.S. fuel needs (6). Fuel accounts for forty percent of the company’s expenses. The company expects to saves $100 million on fuel expenses the first year, and an estimated $300 million dollars annually after that.

Recently, the US has seen a decrease in fuel costs. On Monday, the price per a barrel of oil hit $66.34, the lowest it has been since July 2009 (5). Since fuel cost is the largest expense for companies in the industry, this means there is huge earnings potential for all airlines. While variable costs have decreased by $1.00 per gallon, it is evident that the price to consumer has not changed. Delta and other airline companies are taking advantage of this temporary reduction to increase profits while feasible. Eventually, we will see a drop in ticket fare prices due to the strong competition within the industry. Delta can use the temporary increase in profits to invest in new, larger planes to increase their economies of scale. With cheaper rates, the company also expects a boost in plane occupancy. A combination of more ticket sales and lower total costs, will help Delta better compete with low cost carriers such as Spirit and Allegiant.

Airport security is also a threat to Delta’s logistical activities. Since 9-11, strict security requirements have been enacted to protect passengers and employees. One new method is x-ray machines that scan passengers and take high definition photos. These machines can identify possible weapons as small as a razor blade. GE has invested millions into new systems that complete automated carry-on scanning, automatic biological pathogen detection, and tube CT scanners for checked baggage. With the increase in security screening, airports see longer queues at security checkpoints and more employees are needed to assist passengers. Increasing security-screening time for passengers and employees adds further variance to air travel, which is already ranked the least dependable mode of transportation compared to rail, truck, water, and pipelines. Planning for extra wait times makes it more difficult to create flight times and layovers that passengers will be able to make. Finally, extra security screening at gates, luggage handling, and transaction processing have increased costs for airline companies and require more employees.

Further threats to Delta’s logistical activities include airport capacity. Currently, 1.8 million passengers pass through our nation’s airports every day. It is extremely competitive between airline companies to contract gates at airports and get the best flight times. Only so many flights can fly in and out of an airport at one time due to restrictions on runway, traffic control, and airport capacity. If Delta wants to be able to fly at peak consumer times and receive the best gate locations, it will have to pay more than competitors. With many airports working over-capacity, this also restricts opportunities for Delta to increase its revenue, meaning it needs to find ways to cut costs to increase its margin.

Low profit margins and risk of bankruptcy are major threats to Delta logistical activities. In 2012, the average profit off a passenger was $2.56. On September 14, 2005, Delta actually declared bankruptcy. There is good and bad in this. It allowed Delta to renegotiate its labor union contracts and re-organize, but it also meant many layoffs throughout the company. In December 2013, American Airlines and U.S. Airways merged taking Delta’s spot as the largest U.S. airline company. This means Delta no longer has the leading control over the market and the greatest return from economies of scale associated with market size. The new American Airlines will have more direct routes and more efficient route capabilities allowing it to offer some flights cheaper than Delta, while also getting passengers there quicker. Even after mergers, airlines still face very low profit margins. One reason for this is reverse bidding auction sites that allow you to see the price for a flight from several carriers all at the same time. A survey found that lowest fare was one of the biggest reasons consumers bought a ticket, meaning airlines companies do not have much ability to increase prices.

Specifically, international competition and low cost carriers are great concerns to Delta. As stated in a Chicago Tribune article, Delta is at a competitive disadvantage because international carriers receive government subsidies, have lower labor costs, and don’t need to comply with as many U.S. regulations (11). Through the U.S. Export-Import Bank, the U.S. government is providing further assistance to international carriers with loans that domestic carriers do not have access to. The influx of foreign carriers will also erode Delta’s stake in international flying, their most profitable routes. With increased competition abroad and stiff competition with domestic low cost carriers, Delta is looking into every means possible to increase profits and decrease costs.

Unique Supply Chain Practices

Quite possibly the most unique aspect of Delta’s supply chain is the fact that it is the movement of people. While UPS and FedEx can focus on getting packages from one location to another in the most efficient way possible, Delta needs to also accommodate passengers. Since profit margins are so low for airlines, accommodating passengers is the main way that airlines are able to make more money. Delta ensures that it provides excellent service, complimentary beverages, free carry-on baggage, and desirable loyalty programs to keep customers coming back. In fact, they were named Fortune’s “Most Admired Airline of the Year” for the third time in four years. The primary criteria of this award are based on their people management, global competitiveness, long term investment, innovation, and quality of services. Delta has received other awards similar to this, creating a high customer perception. If Delta can keep a stable, reliable demand without the need to decrease ticket prices, it can remain competitive and earn more revenue. Much like UPS or FedEx provide ground or air shipping, Delta provides different transportation options like first class, business class, and coach. The airline also will charge more for certain seats and sell meals on the plane to increase revenues. (8)

Aside from Delta’s passenger service, the airline also extends high-priority cargo services. They are more aggressive than their main competitors like American Airlines, in pricing, and are industry leaders in terms of profit due to the large number of networks they have from acquisitions. (7) Generating revenue of $937 million, Delta Cargo offers a variety of shipping options from express delivery to consist high-quality service worldwide to addressing specifically designed shipping needs. Delta Cargo caters to both individuals and businesses, with worldwide facilities extending from Europe and the Middle East, Australia, and Latin America, to name a few.

Another aspect to Delta’s logistics is that when a consumer buys a plane ticket, they are not necessarily guaranteed a seat. Delta purposely overbooks its flights, selling more tickets than there are available. From an operational standpoint, this is very effective for Delta’s supply chain. The unique aspect, as mentioned previously, is that Delta holds silent auctions allowing passengers to bid on what they’re willing to be paid to get bumped on the next flight. Thus, Delta is able to be more profitable by maximizing their revenue every flight through overbooking via the silent auction strategy.(3)

Delta Makes Fliers Bid to Get Bumped
http://pointsmilesandmartinis.boardingarea.com/2014/07/delta-increases-voluntary-denied-boarding-compensation-800/

References:

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1. “Stats & Facts.” Delta Air Lines Newsroom. Delta.com, June 2014. Web. 04 Dec. 2014. <http://news.delta.com/index.php?s=20306&gt;.
2. Collins, Peter. “Two’s Company, Five’s a Crowd?” The Economist. The Economist Newspaper, 21 Nov. 2012. Web. 04 Dec. 2014. <http://www.economist.com/news/21566401-long-running-boeing-airbus-duopoly-will-face-new-competition-twos-company-fives-crowd>.
3. Esterl, Mike. “Delta Makes Fliers Bid to Get Bumped.” The Wall Street Journal, 14 Jan. 2011. Web. 04 Dec. 2014. <http://online.wsj.com/articles/SB10001424052748703583404576080312319441634>.
4. “Delta Air Lines Announces March Quarter Profit.” News Archive. Delta.com, 23 Apr. 2014. Web. 04 Dec. 2014. <http://news.delta.com/2014-04-23-Delta-Air-Lines-Announces-March-Quarter-Profit>.
5. “Rouble Suffers Biggest One-day Fall since 1998 as Oil Slides.” BBC News, 1 Dec. 2014. Web. 04 Dec. 2014. <http://www.bbc.com/news/business-30276353>.
6. Mouawad, Jad. “Delta Buys Refinery to Get Control of Fuel Costs.” The New York Times, 30 Apr. 2012. Web. 04 Dec. 2014. <http://www.nytimes.com/2012/05/01/business/delta-air-lines-to-buy-refinery.html>.
7. Credeur, Mary Jane. “Delta Is No. 1 as Profitable Air Cargo Beats U.S. Peers.” Bloomberg, 23 Oct. 2012. Web. 04 Dec. 2014. <http://www.bloomberg.com/news/2012-10-23/delta-is-no-1-as-profitable-air-cargo-beats-u-s-peers.html>.
8. “DELTA NAMED TO FORTUNE 2014 TOP 50 WORLD’S MOST ADMIRED COMPANIES LIST.” Delta.com, 27 Feb. 2014. Web. 02 Dec. 2014. <http://news.delta.com/2014-02-27-Delta-Named-to-FORTUNE-2014-Top-50-Worlds-Most-Admired-Companies-List>.
9. Smyth, Mark, and Brian Pearce. Air Travel Demand (n.d.): 5. Iata.org. International Air Transport Association, Apr. 2008. Web. 4 Dec. 2014. <http://www.iata.org/whatwedo/Documents/economics/air_travel_demand.pdf>.
10. “Monroe Energy, Bridger Agreement to Supply 65,000 Barrels of Crude Daily to Trainer Refinery.” Delta.com, 21 July 2014. Web. 04 Dec. 2014. <http://news.delta.com/2014-07-21-Monroe-Energy-Bridger-agreement-to-supply-65-000-barrels-of-crude-daily-to-Trainer-refinery>.
11. Karp, Gregory. “Do top-flight, foreign airlines get unfair lift in U.S.?.” Chicago Tribune. N.p., 9 Aug. 2014. Web. 1 Dec. 2014. <http://www.chicagotribune.com/business/ct-airlines-competition-0810-biz-20140810-story.html#page=1&gt;.