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Z-Wing Situation Analysis Mba 570

Situation Analysis
In an effort to assist Z-Wing reorganize and regain focus, Aaron Weiss, chairman of the board, has expressed that the two main objectives for Z-Wing are to stay ahead of the competition, specifically Janssen, and not only maintain its industry leader status, but increase market share. To accomplish these goals, Z-Wing’s management is considering three options; upgrading existing line of aircrafts, introducing a line of short, long-haul aircrafts, and introducing “In Touch” service for all passengers and aircraft crew members. Chairman Weiss has provided guidance to the Head of Commercial Aviation that the main priority is the implementation of the “In Touch” Customer Relationship Management (CRM) system. Z-Wing will be assisted by Abner Tech, a high-tech information technology organization providing the functionalities needed, but lacked, by Z-Wing. Based on current evaluations, the CRM system appears to be the most viable approach to realize growth and maintain industry leadership position.
The need to implementation success of the aviation CRM support services is validated by an indirect need from airline clients to provide the most innovative services. “After five consecutive years of significant losses, the global commercial airline industry is truly at a crossroads, and airline management is beginning to understand the need to focus on innovation that matters for their airline � innovation that will enable them to compete more effectively, grow revenue and reduce operating cost will ultimately enable airlines to thrive during these challenging times” (IBM, 2006). With the staggering losses in the travel industry, airlines have to be more competitive by offering better services and upgraded amenities for their customers aboard aircrafts. Z-Wing can capitalize upon this opportunity as the organization will be responsible for replacing legacy airlines/aircraft with newer, state-of-the-art aircraft carriers with features such as broadband...