Alaska Airlines Social Responsibility Project free essay sample

Stay in closer touch with all the customers—with new technology to quickly tailor communications, marketing promotions and operations in ways that build strong, long-term relationships and increase revenue. Values: 1. Alaska Spirit is the heart of Alaska Airlines. It springs from rich heritage where aviation plays a vital role in the life of every resident 2. Throughout the system, the Alaska Spirit defines the unique character of Alaska Airlines 3. Fun-loving, energetic, and adventurous personality flows from this spirit, as does the belief in service and community involvement . Caring about and helping people is the soul of Alaska Airlines 5. As proven professionalism, Alaska Airlines bring a high level of individual skills, expertise, and commitment to work 6. Their bias toward action and readiness to adapt to change and to master difficult challenges exemplify the â€Å"can-do† heritage of Alaska Airlines 7. They embrace an atmosphere where hard work, initiative, an d teamwork are a tradition, and where creativity and innovation flourish History: Alaska Airlines is the 7th larger US airline based on the passenger traffic and is the dominant US west coast air Carrier. 1930s The history of the Airline is going back to 1932 when Linious â€Å"Mac† McGee painted â€Å"McGee Airways† on the side of his little plane and started flying to Alaska. Two years later, in 1934 McGee merged with Star Air Service creating the largest airline in Alaska which flew 22 planes. The business continued to grow and expand by buying several other small Airlines. 1940s -In 1944 McGee Airways changed its name to Alaska Airlines and began to fly to the other 48 state. By the late 1940s, using surplus military aircraft, Alaska had branched into worldwide charter work, including the Berlin Airlift in 1948 and  Operation Magic Carpet, the airlift of thousands of Yemenite Jews, to Israel in 1949. 1950s In 1951 Alaska’s dream came true when they received the authority to fly from Anchorage and Fairbanks to Seattle and Portland. As a result the companies’ financial situation has improved. In 1957 Charlie Willis, a decorated World War II pilot, came aboard as chairman and CEO. He was the one who brought in-flight movies to the nations skies for the first time. 960s During 1960s Alaska Airlines started flying gets and also became the first commercial carrier to fly the Lockheed Hercules for hauling cargo. Boeing 727s joined the fleet in mid 60s. 1970s -In the early 70s the airline were going through the financial crisis. The company was hit with rising fuel and operating costs that nearly caused the airline to go bankrupt. The airline wa s $22 million in debt when the new CEO Ronald Cosgrave took over. He began to make major changes. He started working with stakeholders of the company to set common goals and work forward performance. This brought people together. Then later the logo of the airline was changed to an image of a smiling Eskimo, which remains today. As a result of these changes the company made profit and continued to be profitable until now. 1980s -Alaska expanded tremendously during 1980. Alaska Air Group, the parent company of Alaska Airlines, was formed in ‘85 as a holding company for the airline and a year later acquired Horizon Air and Jet America Airlines. By the end of the 80s, Alaska had tripled in size. 1990s In 1990 the company maintained a competitive advantage in customer service. The new motto of the airline became â€Å"For the same price you just get more†. During 1997, Alaska Airlines was the 10th largest US airline carrying over 12 million passengers a year. 2000-s The airline began buying new 737-700 and 900. The transition to the new Boeing 737 fleet meant great fuel saving and other efficiencies and respect to environment. On February 16, 2012, Alaska Airlines CEO,  Bill Ayer, announced that he would be retiring. He became the airlines CEO in 2002 and has been credited for reducing costs and keeping the airline profitable without going through bankruptcy. The airlines president Brad Tilden  will officially become the new CEO on May 15, 2012. Product/ Services Flights: The Alaska Airlines goal is to always provide safe, reliable transportation for a reasonable price, along with the caring, friendly and professional service. Alaska Airlines has proven itself as a leader in North American travel. Every year Airlines extend their network by adding new flights. They began new service from San Jose to Palm Springs, CA, from Seattle to Kansas City, MO and from Portland, OR to Long Beach, CA. In April 2012 opened new nonstop flight from California to Hawaii. Alaska Airlines serves 96 destinations; it has 571 daily departures in the United States, Mexico and Canada. Major regions/ Average daily departures Lower 48 States 295 Alaska 97 Hawaii 22 Canada 5 Mexico 13 During The Flight: Airlines provide clean and comfortable aircrafts with on-board internet access and on-board entertainment. During the flight Airlines serve the complimentary meals or light snacks to passengers in the first class cabin. Also â€Å"Buy on board† meal program is available. The Alaska Airlines launched New Mobile Website: it provides customers quick and easy access to their most important travel information. The site allows customers to track their Alaska Airlines Mileage Plan status, obtain mobile boarding passes and pay for checked bags. Also, Alaska offer vacation packages to many of their destination cities that include airfare, hotel accommodations and more. The Club 49 is a club for Alaska residents, who must be with an active Millage Plan; joining this club gives some kinds of benefits for members, such as weekly newsletter advertising Alaska fare sales and other promotions. At the Airport: Board room is a great service for MVP’s Alaska’s travelers.