University Report: Change Management for Alaska Airlines Analysis

This report provides a detailed analysis of change management strategies for Alaska Airlines. It begins with an executive summary, followed by an introduction to change management and its relevance to the airline industry. The report then outlines the criteria for selecting effective solution...Read More

Running head: CHANGE MANAGEMENT FOR ALASKA AIRLINES
Change Management for Alaska Airlines
Name of the student
Name of the University
Author note

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Executive Summary
The purpose of this report is to prepare a detailed analysis in relation to the Alaska Airlines. It
will discuss in length the criteria for selecting the solutions. It will elaborate on the strategic
alternatives that can help for the growth of the organization. The different strategies that can
be employed by Alaska Airlines in order to bring about changes in the management of the
organization have been discussed in the course of this report. It will expound about the
different recommendations that can help in building the profit of the company.

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Table of Contents
Introduction................................................................................................................................4
Criteria for Selecting Solutions..................................................................................................4
Strategic alternatives for Alaska Airlines..................................................................................5
Recommendations......................................................................................................................6
Conclusion:................................................................................................................................7
References:.................................................................................................................................9

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Introduction
Change Management is a term that is used for analyzing all the approaches so that it
can support the individuals and team in order to make changes within the organization. It
includes the different methods that can redefine resources and the business process in such a
manner that can significantly bring changes for the positive growth of the organization
(Heizer, 2016). Alaska Air Group evolved from Mc Gee Airlines that was founded in the
region of Alaska in the year 1932 by pilot Mac McGee. It later on merged with that of Star
Airline Service in the year 1934 that got acclaimed as the largest airline in the Alaska.
This report will highlight about the different criteria that are essential for selecting the
solution and the alternatives that can be brought into the company in order to bring about
changes within the organization. It will also discuss about the recommendations that can help
the company to grow and earn huge amount of profit.
Criteria for Selecting Solutions
Delay in flights results in an airline company losing million of dollar in every year.
Analytic technology can improve the efficiency and this field in relation to predictive
analytics can solve a lot of problems. The predictive solution should be right so that the
impact is optimized (Baker, 2014).
The Airlines being superior in terms of weather forecast capability can solve the
problem of flight delays. The best models will fail if inaccurate weather data is used. The
solution should have already proven weather forecast capability.

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Robust set of data point can be made use of in order to build a model that is accurate.
Solution providers who can build sustainable algorithm along with having strong machine
learning technique can prove to be important criteria for selecting the solutions. The solution
should be well-integrated into the existing system because a rework of the entire operational
procedure is not possible (Cummings & Worley, 2014).
Luggage bags being mishandled results into having catastrophic results for both the
company and the passengers. The solutions should be able to pacify the passengers without
causing a great deal of monetary expenditure on the part of the company.
Strategic alternatives for Alaska Airlines
Alaska Airlines adopted a different strategy in face of a difficult situation. When other
flights in United States dismissed its employees, Alaska did not lay off its employees and this
move undertaken by the company restored the faith of the employees in the company.
The project should be sponsored by some reputed organisation like Marketing Science
Institute along with that of Harvard Business School that will help in determining whether the
steps that have been taken are going in the right direction (Henderson, 2015).
It has been found that there is a link between that of strategic planning and the
element of profit performance. It has been found that with increase in market share a business
can have a greater profit margin. The best method by the help of which market share can be
increased is by getting hold of a competitor.

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It can tap into the customer base of the new firm and it can reduce the number of firm
who are fighting for the same pie. Innovation is a method by taking recourse to which a
company can increase the market share. New technology can be made use of so that the
consumers make use of that facility of that company.
Recommendations
The difficulties taking place at the Seattle Hub can be solved by taking the help of a
seasoned executive who can be placed there on temporary basis for resolving issues related to
customer service and a task force can be made use of in order to trouble-shoot the issues
relating to operations.
The task force can become a forum in order to exchange information among the
various operational groups and an in-depth look can help in solving problems and making
progress in business. The task force can comprise of reputed employees from the executive
group. An experienced member can take up this position who has work experience from other
companies (Cui & Li, 2015).
The task force should be given appropriate authority and they should be in a position
to implement the solutions. Focusing only on aspects related to outcome will not help and
upstream metrics should be laid focus on in improving the quality and service.
The inputs in relation to a dynamic system can be assessed and comparison can be
carried out in order to stabilze the system. Efforts should be concentrated in a single direction
so that the outcome can prove to be effective. Cross-divisional collaboration can help in
improving communication within the business and maximising profit (Taneja, 2017).

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The input has to be looked critically and understanding cultural aspects is important
for bringing about changes. A seamless integrated service can solve the problems of the
airline company that can also help in moving the customer from that of initial contact to that
of the accommodation stage.
Decision-support tools can be made use of in order to make the service more
consistent. The disruptions during the peak demand times can be handled in a better manner
by rightly using technology. Connecting data from different operational silos can prove to be
critical in improving the operations. The airline can invest in technology in order to deliver
the brand promise and deliver profits for the company (Hardin, 2015).
The Fleet manager Module can be made use of in order to reduce the errors along
with that of delays and it should be integrated into the aircraft telemetry like that of ACARS.
The module has a maintenance control diary that can give the airline the chance that can
report information of aircraft that includes the handover reports.
A technical library can record all the documentation and can also help in managing
the copyholders throughout the world. It can perfectly compliment the Envision models like
that of Operations Manager by making use of information from other components (Zotova,
2017).
Conclusion:
A robust set of data point should be used to build a model that is effective for the
growth of the organisation. Solution providers who can build sustainable algorithm in order
to select the solutions of the problem can be used for managing change within the
organisation. Innovation can be made use of to increase the market share of the company.

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References:
Baker, D. (2014). Low-cost airlines management model and customer
satisfaction. InternationalJournal of Economics, Commerce and Management.
Cui, Q., & Li, Y. (2015). Evaluating energy efficiency for airlines: An application of VFB-
DEA. Journal of Air Transport Management, 44, 34-41.
Cummings, T. G., & Worley, C. G. (2014). Organization development and change. Cengage
learning.
Hardin, S. (2015). Alaska Airline's Kris Kutchera advocates for STEM education. Bulletin of
the Association for Information Science and Technology, 41(3), 30-32.s
Heizer, J. (2016). Operations Management, 11/e. Pearson Education India.
Henderson, J. (2015). Annualized TASAR Benefit Estimate for Alaska Airlines Operations.
Taneja, N. K. (2017). Simpli-Flying: optimizing the airline business model. Routledge.
Zotova, I. (2017). Post-crash airline pricing: A case study of Alaska Airlines Flight
261. Economics of Transportation.