Case Study: CONTINENTAL AIRLINES: ONE COMPANYS FLIGHT TO SUCCESS

3. What action would you take, if any, to ensure that Continental continues its improved
performance over the next decade?

To ensure the Continental Airlines as successful company over the next decade, I would think
the strategic planning on 5 years to 5 years to monitor the company performance. Besides, I
would give fully commitment in these strategic planning. The commitment was not the only one
who decides it, but it will involve the whole company to cooperate and implement the plan.
The purpose of the company surely be known to increase the profit and capital and I would also
set the long term strategic objectives. These objectives should clearly further enduring the
purpose of company.
As the manager, surely I would analyze the key strategic factor such as consider all the truly
important factors. It may be easy to go with the bright ideas with emerge from brainstorming
strategic alternatives with the companys management from the bottom level to the top level.
The welfare of the employees also needs to emphasize because it may relate to the morale and
motivation of the employees such as giving awards, bonuses and etc. The performance of the
company was relying on the performance of their workers.
In addition, the most important aspect to ensure the company performance is how we manage
and serve the customers. The customers are like a king to us, so I would encourage my
employees to treat customer very well. I believe that if the employees were given the advantages,
they will surely give the best services to the customer.
The communication is very important in order to know what really happened in the workplace.
This would help the management know well about the employees work cultures and create
conducive work environment to the employees.
Moreover, by the time, I will changes and improve the IT system in the company. I will focus on
the future business styles in order to follow the passage of time and the technologies. So that
standard of the company may be protected. The managing system, financial system and all of
department may improve the standard by the times with the good technologies equipment in the
office.