Porters Five Forces

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Porter's Five Forces is a model that identifies and analyzes five competitive forces that shape every industry, and helps determine an industry's weaknesses and strengths. Frequently used to identify an industry's structure to determine corporate strategy, Porter's model can be applied to any segment of the economy to search for profitability and attractiveness.
Originally developed by Harvard Business School's Michael E. Porter in 1979, the five forces model looks at five specific factors that help determine whether or not a business can be profitable based on other businesses in the industry.
Understanding the competitive forces, and their underlying causes, reveals the roots of an industry's current profitability while providing a framework for anticipating and influencing
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Indeed, it can be said that the airline industry globally is in a “death spiral” and more so in the United States where several prominent carriers were either forced into bankruptcy or had to merge with other airlines just to stay afloat.
Delta Air lines,is the oldest airline still in operation in the United States. The company was founded in 1929 and has its headquarters in Atlanta, Georgia. As of January 2016, Delta ranks second in domestic market share for U.S. airlines at 16.9%, trailing Southwest at 18% but leading United at 14.7% and American at 14.3%. Delta's sheer size and its status as a longtime leader in the airline industry had helped ensure its continued success. The company's market capitalization is over $35.3

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