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VII.

Action Plan and Departmental Programs

Action plan
Fly to Win Continental needed to better understand what
products customers wanted and were willing to
pay for.
Fund the Future It needed to change its costs and cash flow so
that the airline could continue to operate.
Make Reliability a Reality It had to be an airline that got its customers to
their destinations safely, on time, and with their
luggage.
Working Together Continental needed to create a culture where
people wanted to come to work.
GRAND STRATEGY MATRIX

Rapid Market
Growth

Quadrant II (Conservative) Quadrant I (Aggressive)

Weak Strong
Competitive Competitive
Position Position
Quadrant III (Defensive) Quadrant IV (Competitive)

Potential Strategies:-
Backward Integration
Forward Integration
Horizontal Integration
Slow Market
Market Penetration
Growth
Market Development
Product Development