Background of the company
Delta is an international company, founded in 1998, and has retained many of its original employees (Shepherd, 2008). Due to this diversity has becoming an issue for several years, however, a company analysis directed at this issue has not been completed for a number of years. After reviewing the Delta Corporation’s profile there are diversity issues that affect the company currently, and could lead to worse issues in the future if nothing is changed) (Rashidi Alashty, 2015). The male to female ratio at Delta Corporation is lopsided with 12 men and only 2 women employed by the company. Another issue at Delta is the company’s racial diversity. There are 12 Caucasian employees, 1 African-American, and 1 Asian-American employed by Delta. Delta Airline is one of the major players in the air travel industry with both domestic and international flights (Chow and Tsui, 2017). The airline specializes in passengers and cargo transport as the primary business strategy. The company launched its first air transport services with only five passengers on board in 1929. Numerous airlines have merged over more than eighty years to form Delta Airline. The company has the second largest number of domestic flights trailing Southwest Airline with a small percentage. As at last year, June, the company and its subsidiaries operated over 5,400 flights daily with the services available in sixty-four nations. In the attempt to cut the operation cost of the airline, the management has thought of owning an oil refinery plant since jet fuel greatly increases the operation cost in air travel. Having been in the business for many years, Delta has established local and international flight main operation centers. They also have accumulated numerous types of aircraft hence are able to allocate the best plane for every route based on capacity (Sun, 2017).
Delta embraces and promotes diversity as part of its objective to form an image of innovation, and to be a customer-focused wide organization (Au.af.mil, 2018). Aims of PR Campaign involve being able to stay current on the customer wants and needs, not only through the consumers internationally, but also to the local users which may result in a competitive edge. The PR campaign Delta will be using a strong emphasis on pro-active public relations, which can have a tremendous impact on fine tuning processes and procedures before problems occur. Press releases will also be utilized in the campaign on both websites and online newsletters to keep the public informed about what is going on with the organization and its new diversity road on a regular basis. It is sometimes difficult to reach target audiences, and to help with reiterating the message, Delta will offer email news alerts and make published stories readily available through reprints in hopes of reaching out to more individuals (Fawkes, 2012). Media Kits are another useful tool that Delta will include in its campaign. They typically consist of a packaged set of promotional materials of an organization, person, or company given to the media for promotional use. These will be made readily available to the media at Delta’s news conferences for their new diversity campaign.
Company objectives
Delta’s mission statement says that the company loves to fly. The all the stake holders at Delta including customers, the society, partners, and employees form a dynamism for positive global and transformation.
Delta is dedicated to improving the environment and living standards where its customers and staff work and live.
The company has robust core ethics of integrity, respect, and honesty. Its Rules of the Road describe its status and that the company offers a solid basis for its culture.
In spite of the growing competition, market threats, and substitution options, Delta still has some viable competitive advantages to keep it operational even if not growing at the preferred rate. Few companies have or even come close to having a similar vast number of aircraft at their disposal. Considering the cost of aircraft it will be difficult for competitors to bridge that gap.
The human resource management and the team have been one of the sources of the company competitive advantage. The team is well taken care of to ensure maximum productivity and eliminate any costs associated with customer no satisfaction as a result of substandard services from the employees. Customer satisfaction contributes to loyalty both from the workers and the clients (Ha and Park, 2013). Maximizing on such strength will help the airline remain successful especially with the less price sensitive customers. Cincinnati/Northern Kentucky International Airport (CVG) handles flights from the various market and private Delta Airline with a core competence as it controls the airport’s majority gates. CVG has been listed by travelers the best airport regarding services and convenience for ten years running. Delta airline dominance in this desirable hub places the company at an advantage over its competitors. CVG city hub eliminates the substitution threat hence give the airline a means to continue operating in that region successfully. The Airline can successfully continue especially if the plan to gain a market share of the LCC materializes. Capitalizing on the broad market base plus the core competencies and the brand name will see many customers remain loyal. The major Airline threat is the unfair playing ground created by the state-owned airlines. Etihad, Emirates, and Qatar Airlines receive subsidies from the respective governments tilting the competition field. The U.S carrier has experienced a gradual loss of international route dominance to these airlines leading to losing of numerous jobs. Government owned airlines lower the prices of flight tickets winning over the price sensitive customers (Lee and Fay, 2017). Low-cost carriers (LCC) present the most significant threat of substitution and competition. Technology has made price comparison and booking of flight very easy as most customers book the flight through the phone without contacting the airline. Air travel industries have limited option to differentiate one’s services from those of the competitors. As a result, the customers enjoy excessive bargaining power leading to the popularity of LCC. Other modes of transport like high-speed trains and even cars eat on the already congested market share. Video conferencing has reduced the needs to move around the globe as meeting take place online and in real time. Delta has to confront such threats to market share to remain successful.
Mission Statement
Delta Company has put in place various approaches in acquiring and developing talent (Jafari and Hamed Khanmohamadi, 2017). It looks like those strategies put in place are attractive and enticing, however they may not be sufficient to retain workers. The efficiency of the recruitment need to be in question, specially the hiring practice. It is clear that the employees chosen, externally and internally, are not pleased with some of the strategies. The problem is actually establishing the reason why employees are not satisfied with some of the strategies. Delta Corporation has 14 employees that are in their company profile. The organization consists of 1 African-American female, 12 Caucasian males and 1 Asian American female. The first element to point out here is that out of the corporation 10% of the employees are neither Caucasian nor male. Delta wants to establish a company that is known to have diversity in order for them to accomplish that goal they need a plan that will assist the company globally. The first key that Delta Corporation will do is recognizing any present or potential diversity issues. Secondly, the Delta firm would need to evaluate why diversity is a concern, and third, Delta Corporation will also have to generate a plan for employing an experienced and diverse workforce. Delta Corporations first element they would need to study is the hiring of women and men who are of unalike cultural backgrounds. Organizations hire candidates based on their ideas and unique skills not the color of their skin. Delta understands hiring a diverse workforce will “increase creativity”, but also generate an integrated working environment. The Delta firm will center the staffing method on a candidate’s’ capability but also on their needs. They will make sure that all parties that are involved during the “recruiting, interviewing, and hiring process understand and agree with the job requirements, functions, and company’s vision; which will all appear as part of the job descriptions”. Delta will then “identify, educate and begin a process for any bias and barriers for diverse applicants during the hiring process”. The Delta Corporation will generate a warm and sincere experience for the applicants. For anyone to make an application to the airline had to meet some requirement of age between 18-25 years and addition high performance in secondary English training in arrangement. Enlisting exercise was somewhat a thorough action to a bigger degree because of the level of ability and experience dared to its hopefuls. These methodologies provoked to the choice of an exceedingly talented and youthful workforce with higher determination and inspiration to be trained in order to meet the organizations goals. This strategy was not without disadvantage as there were a few noticeable ones. The most visible one was that there would be a large turnout of youths who do not meet the requirements. In most occasions those who do not meet the requirements would outdo those who were qualified. Delta Airlines risk to consider more energetic youth in-flight group was a striking move. This would cure the awkwardness at risk to be experienced by more customary clients being served by more experienced individuals. Moreover, a younger group would probably have the capacity to hold onto new changes and additionally objective of the whole association.
Vision Statement
Delta provides employee development programs which include inspiration/motivation. Employees at Delta have prioritized self-improvement and frequently advance individual abilities, hence profits accumulating to a discrete inspired individual advantage the firm as a whole. Moreover, a workforce that gets time to time motivation is less probable to involve in business action, ferocity or any other practices that point out some sort of indiscipline. A worker would eventually improve by working with an interested, lively workforce hence leading to stable team formation (Norberg, 2017). Andrew and Kent (2007) note that a team that is more stable goes hand in hand with job satisfaction. Basing on the descent firm rivalry amid a number of companies crossways the globe, it is unbearable to supervise the job satisfaction spirit and employees stability, two influences that are termed as vital to the group in terms of status and friendliness (Bercu, 2017). Staff will stay devoted to the organization, similarly, in the event organization sense valued and feel that contain a participating role in the administration. In the event that workers are motivated, organizational performance and competence, is more probable to contain a good public reputation. Realizing such thoughts in programs of labor management might seem to be so complicated. Workers may come out to as tentative to change due to hesitation on the manner in which it might affect them. Therefore, it might take good time and exertion to get staffs to support the novel course. The key question at this point is the manner in which we get staffs to develop more betrothed and involved in incessant development programs. Employees that seem engaged distance themselves from their not-engaged and vigorously detached complements due to the optional effort they reliably source to their responsibilities. Workers of such kind freely go an additional mile, perform their tasks with passion, and feel a thoughtful joining to their company. Employees is the driving force behind novelty and hence moving the business forward (Henry, 2016).
The human resource management and the team is among the sources of the company competitive advantage (Strohmeier, 2013). The team is well taken care of to ensure maximum productivity and eliminate any costs associated with customer no satisfaction as a result of substandard services from the employees. Customer satisfaction contributes to loyalty both from the workers and the clients. Maximizing on such strength will help the airline remain successful especially with the less price sensitive customers (Strohmeier, 2013). The staff of the Delta Corporation Company is mostly white males, with two females; one African-American and the other Asian-American. The construct of the current staff of the Delta Corporation, can be regarded as an unbalanced and a non-diverse employee staff. The build of the organization’s employee staff can induce the induction of diversity issues, governing the male to female ratio. Gender issues are one of the most common work issues organization face. (Amarakoon, Weerawardena and Verreynne, 2016) The noted issue can hinder the overall moral of the organization, which in turn will affect the productivity of the personnel in the company. The age of the employees arrange from, 26 to 56; with the majority of the workers above the age of 45. With the majority of the staff members being over the age of 45 can pose issues with the younger staff members. The generation gap can induce differences among the workers and hinder the cohesion of the company’s personnel. Diversity is vital component that is essential toward an organization’s culture and work environment; governing the productivity of its personnel. It’s imperative that business understand the implications of a diverse staff and implement strategies and plans that will influence the induction of this noted organizational necessity. Without a diverse construct of employees, an organization may never reach its full potential; which will increase the chances of reduced employee productivities and hinder the future achievements of the business. Creating a diverse workforce, aids in a positive organizational temperament and it lowers the chance of legal issues that may be induced by a non-diverse workforce.
Values
The training and HR departments do a vital role when it comes to employee training at Delta Airline Company (Solis, 2017). Different learning tools are developed; training classes are enabled and feedback sittings carried out. It is essential that the HR department creates a favorable setting to acquire management and employee buy-in for the training process to be prosperous. The workers at Delta need to understand the importance of providing quality customer service in order for the company to sojourn in the industry and develop, their role in refining customer service levels, and their impact on the outcome. This needs to be passed to them clearly, whether a worker is a baggage handler or a pilot, their engagements have direct impact to the consumers’ perception and experience. Every employee should be informed of the way they are individually held liable to the company’s status and achievement of Delta. Expectations and performance levels need to be noticeably stated and provided to every worker. The workers at Delta need to know that these are the ideals they are assessed on in their yearly performance appraisal. Therefore, they need to be given the required tools for them to be successful in their undertakings. Continuous training and education need to be delivered to workers all over their professions, whether in a learning environment or in a web-centered teaching. Once training gets to be accomplished, Delta workers should be requested to sign commitment contracts affirming that they totally comprehend outstanding customer service is the principle in the company and not an option, and worker development must be supported (Solis, 2017).
Delta employees go through excellent training and have a good comparative compensation. Employee get flight discount for their eligible family members and other worldwide travel privileges. Internship programs help in tapping new air travel talents into their workforce. The board of directors has been composed in a way to ensure fair representation of all the company players’ for example, by including pilots’ representative in the board. The board has taken necessary steps towards gaining LCC market share in spite of past disappointments.
The creativity behind Singapore Airlines to ensure an effective partition in a generally inflexible and unalterable market was its respect for in-flight advantage. “Extraordinary flight advantage was indispensable in its own specific right and is an impression of careful attention all through the air ship”. This declaration maintained the idea that a decent and focused individuals headed the administration of the organization as it adhered to the mindful assurance and individual execution of in-flight groups limited with the errand of fulfilling the necessities of individual clients by depicting the convictions, objectives and dreams in administration as stipulated by the airline. The airline had a workforce program which was comprehensive with formalizations about on-boarding, arrangements and flight departures. Persistent arrangements and frequent evaluations gave an instrument to delegates to think about individual execution and get prologue to methods for progressive change. With an on-going course of action of appraisal, correspondence and progression, the workforce was all around arranged for higher positions of execution and quality changes.
Current business performance
The company must explore methods of leveling the competition ground, especially with government-affiliated airlines. The air industries can achieve this by engaging the aviation regulators, the airlines, and the various states. LCC market share should be increased to avoid losing customers to other Airlines. The company may consider maximizing on cargo and Asian presence. Based on the above analysis, the air travel industries will continue to get even more competitive. New entrants cause a significant shift in the market especially by reducing the flight ticket prices. Companies that remains competitive in the market need to embrace the LCC strategy or invent another source of competitive advantages. Delta Airline still has the potential to achieve such and remain among the best air travel industry players.
References
Amarakoon, U., Weerawardena, J. and Verreynne, M. (2016). Learning capabilities, human resource management innovation and competitive advantage. The International Journal of Human Resource Management, pp.1-31.
Au.af.mil. (2018). Vision and the Management of Change. [online] Available at: https://www.au.af.mil/au/awc/awcgate/ndu/strat-ldr-dm/pt4ch19.html
Bercu, A. (2017). Impact of Employees’ Training Programmes on Job Satisfaction. Current Science, 112(07), p.1340.
Chow, C. and Tsui, W. (2017). Organizational learning, operating costs and airline consolidation policy in the Chinese airline industry. Journal of Air Transport Management, 63, pp.108-118.
Fawkes, J. (2012). Interpreting ethics: Public relations and strong hermeneutics. Public Relations Inquiry, 1(2), pp.117-140.
Ha, Y. and Park, M. (2013). Antecedents of Customer Satisfaction and Customer Loyalty for Emerging Devices in the Initial Market of Korea: An Equity Framework. Psychology & Marketing, 30(8), pp.676-689.
Henry, G. (2016). Funding innovation: Moving the business forward. Surgery, 160(5), pp.1135-1138.
Jafari, Z. and Hamed Khanmohamadi, M. (2017). Relationship between talent management strategy efficiency with attracting, recruiting and developing human resources (case study: Iranian offshore oil company). Problems and Perspectives in Management, 14(3), pp.388-395.
Lee, S. and Fay, S. (2017). Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention. Quantitative Marketing and Economics, 15(2), pp.123-163.
Norberg, P. (2017). Employee Incentive Programs: Recipient Behaviors in Points, Cash, and Gift Card Programs. Performance Improvement Quarterly, 29(4), pp.375-388.
Rashidi Alashty, H. (2015). Workflow Management in Intelligent ERP at Aseman Airlines Company. Automation, Control and Intelligent Systems, 3(3), p.31.
Shepherd, J. (2008). Delta Airlines – An Analytical View. SSRN Electronic Journal.
Solis, R. (2017). Employee training strategies for today’s workforce. Strategic HR Review, 16(6), pp.250-254.
Strohmeier, S. (2013). Employee relationship management — Realizing competitive advantage through information technology?. Human Resource Management Review, 23(1), pp.93-104.
Sun, J. (2017). Airline Deregulation and Its Impacts on Air Travel Demand and Airline Competition: Evidence from Korea. Review of Industrial Organization, 51(3), pp.343-380.
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