Continental Airlines

In: Business and Management

Submitted By Johnboy78028
Words 958
Pages 4
Continental Airlines Flies High with its Real-Time Data Warehouse

John Paul Barber

Schreiner University

MKTG 4324, Business Intelligence

Dr. Mark D. Woodhull

February 16, 2015

Continental Airlines is the fifth-largest carrier in the United States as well as the eleventh largest carrier company in the world. The airline company provides service to 84 domestic and 53 international locations resulting in over 2000 daily flights. This high level of demand creates a large obligation for data and information to be properly stored and organized. Continental Airlines uses business intelligence and data warehousing to help collect their information and develop a system to accelerate decisions and construct flight schedules.
Continental Airlines was founded in 1934 with a single-engine aircraft located in the southwestern United States. The company was doing well until 1994; Continental was in dire financial decline. The company had already filed for bankruptcy twice and was on the fast approach to file for the third and maybe final time. The sales of tickets began to fall due to the lack of focus on consumer concerns such as on-time percentages, baggage arrival problems, and constant overbooking. When Gordon Bethune became CEO of Continental in 1994, he initiated this plan. Continental Airlines uses a system called Go Forward that consists of several interrelated, concurrent actions Bethune selected to target the need for improvement in customer needs as well as customer perceptions. The company had been using separate database for their marketing and operations that are hosted and ran by outside vendors. This was very time consuming as well as costly. Continental began to integrate their marketing, IT, revenue, and operational data. Once this information was combined into a centralized program, it was easy for the airline to develop a system to see all…...

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