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Project Design
This project design is to present the content of this final project and to explain step by step. I will add the detail time schedule with it.

Content Page
A list of introduce every topic with page number so that the readers can find out the specific topic easily.
Project Introduction
Short self-introduction
Introduce the Aims & Objectives of Final Project including the reason why I am selecting airline company as my learning materials
A short introduction of United Airline current problem
Executive Summary
A short introduction of the company on their business strategic, how does the company influence the market?
Company General Information
Company overview
History
milestone
Ownership
Mission
Customer commitment
Marketing Current Situations
4Ps
Product/ Service
Price
Place
Promotion
SWOT
Strength
Weakness
Opportunity
Threat

PEST
Political
Economical
Social
Technological
Financial data for 3 years lately (2005; 2006; 2007)
Income Statement
Balance Sheet
Cash Flow
Financial Ratio Analysis
Company Strategic Marketing Analysis
External Environment Analysis
General Environment
Economic
Inflation rates, Interest rates
Trade deficits or surpluses
Budget deficits
Personal saving rates
Business saving rates
Gross domestic product

Sociocultural
Women in the workplace
Workforce diversity
Attitudes about quality of worklife
Concerns about environment
Shifts in work and career pReference
Shifts in product and service preferences

Global
Important political events
Critical global markets
Newly industrialize countries
Different cultural and institutional attributes

Technological
Product innovations
Applications of knowledge
Focus of private and government-supported R&D expenditure
New communication technologies

Political/legal
Antitrust laws
Taxation laws
Deregulation philosophies
Labor training laws
Educational philosophies and policies

Demographic
Population size
Age structure
Geographic distribution
Ethnic mix
Income distribution

Industry Environment ( Porter’s 5)
Threat of new entrants
The existence of barriers to entry
Economies of products differences
Brand equity
Capital requirements
Access to distribution
Absolute cost advantages
Switching cost and sunk costs

Power of suppliers
Supplier switching costs relative to firm switching costs
Degree of differentiation of inputs
Supplier concentration to firm concentration ratio
Cost of inputs relative to selling price of the product

Power of buyers/ customers
Buyer concentration to firm concentration ratio
Bargaining leverage
(Particularly in industries with high fixed costs)
Buyer volume
Buyer switching costs relative to firm switching costs
Buyer information availability
Buyer price sensitivity

Threat of product substitutes
Buyer propensity to substitute
Relative price performance of substitutes
Perceived level of product differentiation

Intensity of rivalry among competitors
Number of competitors
Rate of industry growth
Exit barriers
Diversity of competitors
Fixed cost allocation per value added
Level of advertising
Economies of scale

Competitor Environment
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