Measuring Delta Air Lines’ Performance, Marketing Plan Example

Executive Summary

The airline industry is one of the largest markets to date and Delta Airlines represents one of the benchmark corporations within the industry. The company started as an aerial crop dusting business in 1924, by the name of Huff Daland Dusters. Since then it has grown into arguably one of the largest global airlines, serving over 160 million travelers each year. Delta Air Lines Inc. offers scheduled air transportation for both cargo and passengers in the United States as well as throughout the globe. Through the company’s route network, which centers on a hub system, the company is able to create a worldwide presence that serves the bulk of the international

Delta Airlines Inc., is currently one of the oldest airlines in American history, and one that has specifically been able to readapt old industry standards to a modern globalized market.  This means the company has been able to embraces a new essence of operations in marketing and development within an industry that must compete with internet marketing, low cost airline providers, much more severe security measures (Firestine, & Guarino, 3). As Firestine and Guarino note the fluctuating cost of fuel specifically can have a significant impact on large domestic and international airline providers like Delta in ways that don’t influence low cost providers that refrain from expansion into international markets. Through the company’s adaptability, Delta has become more involved in the ideas of consolidating the assumptions of modernity in the society. In the discussion that is to be presented in this research and marketing approach analysis, a developmental assumption on how Delta Airline embraced advancement through time shall be given specific attention. The marketing approaches utilized by the business for the past, present, and proposed marketing approaches for the future are addressed as well. Through analyzing the strategies of the business, several recommendations arise that can potentially improve how Delta Airlines expands into the future.

Company Description 

Delta Airline is noted as one of the oldest organizations in the tourism industry that exists in the United States. Relatively, it could be understood that somehow, the capacity of the business to grow was largely dependent on local state-to-state flights within the country. Delta Airline followed a rather traditional system of operation as well as the form of marketing that it used to promote its services and products to the public. Utilizing printed and visual media, Delta Airline focused so much on how they champion on the different options of development that they are aiming to embrace especially in relation to how they represent themselves to the target members of the market in order for them to fully acquire the attention of the people aimed to be served by the organization.

At present, the organization operates to make a definite impact on how they are aiming to market the services and the products of the business. Utilizing the internet as one of its primary portals, Delta Airline is expected to make a definite insistence on how the public is able to realize the reputation of the organization as well as to emerge as a more distinct and significant resource for global transportation. The internet has played a substantial role in influencing this process as well as company operations. The influence of the internet can specifically be seen in the introduction of low cost airlines, like JetBlue or Southwest Airlines which have cutout a competitive niche market within the airline industry through discount ticket websites (Firestine, and  Guarino, 4). Providing more accessible and affordable airline travel and establishing loyal travelers is now a major point of promotion that is undergone by the organization; and with full strategic approaches involved in the process, the internet has aided Delta Airlines in embracing a much modern system of marketing. The internet has also drastically changed the arena of branding, marketing and influenced Delta’s trademark. This can be seen with interactions enabled within social media for the company to engage with its consumer base as well as external and internal stakeholders. Web based applications that allow customers to self-manage the majority of their travel needs from their personal computers all the way to an automated kiosk represent Delta Airline’s adaption to modern technological advancements within its industry

Right now, the company operates in thirteen primary destinations, three of which are internationally directed which include Boston, Amsterdam, Paris and Tokyo (Luo, 1). To strengthen their position and their status in the organization also thrives in established alliances; institutional connections that make it easier for the organization to reach out to the community and the target market that it hopes to be most involved with.

Although the organization was used to existing and thriving in the market with the use of traditional marketing operations during its introduction to the market, it could be realized that Delta has already embraced a new sense of understanding how the real value of modern marketing does affect the overall sales performance of both local and the international market. Providing a more directive sense of establishing market knowledge and reputation, these are the matters that improve the concept of development and establish the international and competitive corporate culture on which the company is grounded (Luo, 1). With its aim of furthering its operations in the international market, Delta faces the challenge of making a remarkable point of marketing that appeals to the international travelers.

Currently, the business continues to improve especially when it comes to reestablishing its name, especially in relation to the concept of determining a more effective process of making an appeal to the target market. Among the strategies taken into account by the organization is the creation of different options of flight-comfort for the clients which is largely categorized through the rate of pricing to which the said services primarily respond to.

Most likely, it is not that easy to handle the situation; nonetheless, Delta is willing to take on risks and try new avenues of marketing and business strategies that would basically assure them of their competitive position in the industry. Delta is ready to adjust and make business transformations in order to achieve their mission of serving more through increased routes and more resources. With the emergence of wide-tourism development, Delta tries to establish a more considerable option of improvement on how it is able to make a distinct presentation of the message of excellence that it hopes to send out to the public (O’Neill, 2). Making different options of flight available for different types of travelers makes further enlarges the market sector that the organization is able to serve accordingly. These options of flight allow the public to choose from a wide array of travel concepts that basically gives them a better sense of what good travel is about.

Strategic Focus

As of today, there are three specific strategies that the organization is currently using in order to reach out to the members of the market to which the business wants to promote its services to: To note, the overall presentation to be given attention to in this research would be dedicated towards creating a functional Delta Airline app that would make transactions with the business easier to take into account on the part of the clients who are always on the go. This application shall not only feature major transactions with the business but also some of the campaign ads that are customized to fit the need to and interest of each particular user. Through a randomized ad picker, the program would decide what airline campaigns from Delta would be posted in the ad based on the concentration on the history-activities that the system is able to record with regards the considerations and elements that highly get the interest of the clients using the application.

First to note on this process of creating the marketing plan that is to be implemented to make the Delta Airline mobile application work, it is important to understand what the company has already gone through especially in determining the marketing tools and strategies of business that the organization adapts to at present. From this point, it shall be observed how the supposed addition of a customized app that would respond to the needs and demands for information that the target population is most concerned about could further the already existing marketing approaches that the business basically embraces for application at present.

Internet and social media marketing

Delta’s current website tries to establish direct connection with its prospected clients. Aiming to provide the people with the right kind of service they deserve, Delta added into its system a better option of seeing a more clarified operation by which the clients are allowed to log into private systems to communication with the administration and be able to undergo transactions that could be completed online. The features of the company’s current website include the following:

Fig 1. “Looking t Differentiate” Bastian (2)

Based on the image presented above, Delta customers are aimed to be served accordingly through giving them an inner-knowledge of the services and the facilities that the business is willing to provide them with especially for the sake of increasing their point of convenience and giving them a better sense of control on the travel options that would both fit their comfort and their budget. Making the website more capable of providing well categorized and well defined information, the organization is able to make a definite insistence on the personal visionary of the customers as to what they are supposed to expect from what the organization is likely capable of providing the public with.

Allowing the clients to manage flight transactions and finalizing them through online connections makes it more convenient for prospected customers to choose Delta Airlines apart from other airline companies who might as well provide such option of completing transactions but might be giving lesser-options of control for online transactions.

Customization of flight represents the primary feature of Delta’s company website. In recognition of the fact that each client is unique and that every person desires something different, Delta has established customizable transportation experiences.  Delta Airline made sure that they would be able to give their clients the freedom to choose what they want and to embrace a whole new package of flight amenities and freebies as well as services to which they would practically respond to in a positive manner (O’Neill, 2). The concern for customers is a must in this process of determining the constructive form of growth that the organization is going to consider. Questions such as “what does the customer want and what does the customer need” are among the primary considerations to handle especially in noting what needs to be done in order to make a relative impact that would practically make it easier for the organization to get the attention and appeal it desires.

Improving services and extending operations

The creation of different types of travel services to the public through customizing their available airbuses made it better for the company to refurnish their point of service especially for the sake of creating a workable edge that would improve the ways by which the clients see how the much the organization wants to serve them depending on their demands and their desire for comfort while embracing the option of air flight to travel to their destinations.

While targeting new destinations is a good thing, the option for expansion of service and flight operations needed to be reconsidered accordingly. What does this mean? Basically, this approach hopes to create new routes at first where connecting flights with other airlines would be managed (O’Neill, 2). For instance, the alliance that the organization has with other airlines and other international names in the industry could provide it with the consideration that their flights will be connected with other flights from other airlines to allow the business to exist internationally and be recognized for its service in destinations it is still in need of research. When considerations over this matter have been established, it is then important to note that the alliance the business forms with an outside airline need to be solid enough and clean especially for the sake of the clients to be served by the opening of the said new service.

When it comes to service, increasing competency among workers and online operators ought to become a part of the adjustment. No matter how good the technical operations are [as well as that of the features characterizing them], it is rather important to note that human intervention still counts as the most important aspect of the system; for it is able to become more effective in determining what the passengers want, thus making it easier for them to give the assistance needed by the clients being served (Luo, 1). The same principle applies for those individuals who are to be assigned to man the activities completed by clients in the online portals of the airline including that of the mobile application being suggested in this paper to provide the most constructive foundation of marketing that the business needs in order to improve its reputation and eventually increase its rate of profit from the market it hopes to influence.

Developing plans of extending travel routes

The local and the international destinations to which the airline operates are currently limited to particular locations only. Adding in particular destinations to the said available locations are expected to improve the ways by which the company would be able to serve target clients accordingly. The more locations available for destination travel that the organization aims to serve, the more clients are likely to choose Delta from other companies. With competition coming from the local and international airline operations, it could be realized that Delta needs to explore possibilities by which they can make room for added numbers of destinations that could invite more clients into the organization’s system; one that basically allows them to function further in order to make a mark in the industry.

Following these three primary strategies reestablishes the three main elements of business existence that the organization strongly depends upon.

Mission

It is Delta’s primary mission to provide one of a kind service to air flight passengers with the use of applying distinct innovation that basically increases the convenience among the clients the company serves. In relation to this mission, it is also the company’s primary goal to lead in the innovation of airbuses that would make air travel much more comfortable and extensive in providing what the clients deserve and expect from the company as the carrier airline of Atlanta. These innovations are dedicated towards making a mark on how the developments in air travel become the focus of the organization especially in aiding its capacity to grow and expand its operations for the sake of increasing the rate of traveller consideration that makes it easier for the public to decide on taking the service option of the company apart from other competing names in the industry.

Goals

Setting up the condition of operative success; this is what the company is primary trying to dedicate its existence to. It is the goal of the organization to make a name that directly corresponds to the desire of establishing exceptional flight options for the targeted clients of the business. It is the desire of the organization to make a determinable mark that basically creates a new form of improvement in the industry that allows the organization to take on a new sense of its reputation especially in turning air travel into a more comfortable and entertaining option for the clients to consider.

Core Competency/Sustainable Competitive Advantage 

Innovation; this is the primary element that holds the company at its firm foundation. Unlike its usual concern for traditional marketing, the company at present involves itself in the option of making a determinable insistence on how air travel operations ought to look like especially in relation to serving the needs of the public passengers.

Modern Mobile Flight App Improvements: Delta Airlines, even though it has been managing an online website, is desiring to make the function of such online tool more functional through mobile apps that will make it easier for prospected clients to access the company’s primary online portal and complete transactions accordingly.

These two elements that identify well with what the organization believes upon especially in relation to the value of the service that the business entails to have founded its most important resources upon. What the organization hopes to offer to the public is identified by the efforts of development that it basically embraces through time. Delta Airline could be considered to have followed the trend of development that the airline industries have been fully dependent upon. Remarkably, Delta Airlines was able to make a mark that defines its ideal process of embracing the embellishments of innovation as it tries to embrace a definite concept of empowerment and growth that the industry of tourism is well noted for.

Situation Analysis

Delta Airlines competes within a highly competitive market. The primary competition Delta Airlines has is in the form of low-cost travel providers as well as major commercial airlines that service international routes throughout the world. Some examples can be seen in JetBlue, Southwest, US Airways, British Airways, Virgin Airlines etc…Ultimately, the company’s market position depends on how well the company can contend with the many trends within its market (Luo, 2). The following are the primary elements of competition that could give a much clearer indication on how the company is currently performing in line with its relative competitors in the industry.

SWOT Analysis

Strengths: as mentioned earlier, it is Delta Airline’s strength to create innovative designs that specifically attend to the demands of the market that the company serves. Finding the most recent additions that could improve the way the comfort of the clients is served is one of the biggest concerns of the organization thus bringing them into a more serious consideration on the type of research that they hope to undergo. Relatively, this makes it easier for them to put themselves ahead, apart from their counterparts and make a distinct connection to how they are able to lead the industry into well-defined insistence on how modern airlines ought to create a reservation; a definite indication on how their role as agents of fast and comfortable travel is being given specific attention to.

Weaknesses: The current marketing approach of the company could be rated as average compared to other ads used by other airlines. The website of the company may be an effective portal for direct client transactions, however, when it comes to promoting or marketing services that the organization offers to travelers, the consideration over such matter might seem rather weak if not much-less-competent compared to the other functions that the website tries to hold for the organization.

Opportunities: the company at present holds a large opportunity of expanding its services to much more target destinations. Increasing the number of destinations for the flight schedules that the airline tries to serve would of course increase the number of clients that it is able to cater to.

Threats: new incoming airlines might not post so much competition to the position of the business in the industry. However, it could not be denied that the existing competitors that offer a lot more options for travel pose a great threat on the condition of operation that the organization embraces. Practically, Delta Airline tends to make sure that its operations are designed to cater to both the most basic and the most complicated needs of the public, thus allowing it to expand its point of service that would be most remarkable for the market to take notice of.

Industry Analysis

The airline industry is becoming more demanding in regards to the travel experience which the company exists with currently holds a firm distinction on how it is able to provide the most effective and competent kind of service for the modern society aiming to travel by air. Making each travel more entertaining and comfortable are among the most common goals that the industry is currently dependent upon (Luo, 2).

With such a continuous pattern of growth, expansion and international connection, the airline industries have a distinct tie up with the tourism industry that makes it easier for the organization to fully gain the attention to prospected clients who are ready to accept what the company has to offer, especially that services that are able to able to make a mark on how they are able to contain their condition of operation in relation to what the society needs and what the society wants out from what they have to give.

The success of Delta Airlines Inc. can be seen in its domestic services. When it comes to international flights, low cost providers have carved out a niche market as well as within the domestic Midwest (Najda, 23). This reveals that there are some areas within Delta’s marketing strategy where the company can expands its reach and innovate its thinking as it pertains to delivering cost to the consumer. This can especially be seen with providing services to the tourist industry as it entails supporting the travel needs of the society (Najda, 23). May the individuals be travelling for business or pleasure, it is important for the organization to determine the assets that are needed to create a front-line response to such demands from the public.

Competitor Analysis

Fig2 “APA Aviation” Luo (2)

Based from this graph, Delta Airlines does take on the second lead in providing airline services compared to its local counterparts. This promises a good insistence on how good the organization is performing its part at present; relatively though, when it comes to determining the competitive positioning of the company in relation to its international counterparts, it is largely evident how much the organization needs to further its option of growth especially for the sake of mandating a better course of improvement. This advancement calls for a more structural pattern of marketing the services that the organization hopes to engage in. As noted earlier, the current website of the business could help well in establishing such operations of the business strength that it needs in order to affect more members of the market. This would give company more options to provided users.

Company Analysis

If there is anything that the can describe the current status of the business, it would be the term ‘growth’(Luo, 2). From 1970 onwards, the organization has been engaging in several merger acquisitions that have largely affected their operations and the scope of market influence that they were enjoying from those years towards the current operations of the business. As a result, here are some of the remarkable improvements and growth patterns that the organization has embraced accordingly:

Fig 3. “Q3 Growth” Luo (2014)

Based on the image, there is a consistent Q3 level of growth from 2013 to present. If the market-approach and pattern of influence that the organization embraces continues to improve, then it is expected that such pattern of growth would further develop. With an 85.6 rate of share in the airline industries, Delta Air does provide an exemplary presentation especially on how to handle the distinct conditions of development that the industry itself imposes (Luo, 1).

There is also a remarkable displayed 2% increased rate in sales operations. This statistical data show that within the 5^th consecutive quarter, the capacity of the organization to serve the needs of the clients have increased dramatically and has created a difference on how the organization itself expands forward (Luo, 1). Meanwhile, there is also a remarkable 6.6% rate of increase that is dedicated towards making a definite turn on how much the cash flow affects the overall performance of the business in the face of fierce airline competitions in the industry.

This point of growth entails to show the proof that the business is tough enough to face adversities in the market. The constantly changing trend in the industry and the adjustments considered with regards consumer-behavior are all contributory factors that would fully identify well with what the business is aiming to accomplish. Its willingness to undergo particular transformations in order to support the condition of improvement that the market is dependently upon will Delta Airline be able to create more constructive procedures of determining what needs to be done to attain company success; one that would implicate a better insistence of what good asset management is all about.

Market-Product Focus

As for the current positioning of the organization, it is important to think of one thing that make sure that the product and services offered by the business is one that fits the demands and expectations of the market. How does Delta Airline do this? To support this idea, the following diagram for customer-target development has been provided:

Fig4. “Making Leaders Successful Everyday” O’Neill (2014).

From this diagram, it is important to note how the mobile app marketing process is being fully accounted for. Since at least 67% of the world’s population already own a smart phone, it would be much easier for target clients to access the company’s system through an individualized app that can be installed in the said gadgets for immediate update, response and transaction closing (Luo, 2014). Most likely, through this approach, digital development in the marketing approach that the organization embraces could be brought further into a higher level of concern.

Improving the digital value of the marketing and customer connections approach that the organization uses accounts for a more defined identity that basically mandates how effective development is likely to affect the way the company engages its clients (O’Neill, 1). Delta Airlines is primarily targeting different members of society who want to travel abroad as well as domestically, but new marketing strategies require the company to engage frequent travelers through more innovative methods. Nevertheless, the different categories of travel options that they offer their passengers entail a definite form of distinction, where each passenger is to be satisfied with the services and facilities presented to them by the company in a different way.

Responding to what each unique client needs corresponds to the mission of the business to be more involved in the concept of innovation that is basically important especially in making a certain mark that would establish a better form of reputation for the organization as it is being recognized by its old loyal clients and its new incoming prospected customers.

To explain further, there are four aspects to this development that is being suggested to be applied by Delta Airline:

Turn big data into business insights

The collection of data from performance grids and annual performance statistics are all important for the sake of establishing a much stronger foundation through which Delta can grow and expand (Laszewski, et al., 3). The data retrieved through this process assists Delta in drawing the line between inefficiency and efficiency. This is an essential aspect of expanding and improving on their performance within the competitive airline industry, as well as having more insight on the needs of their clients.

Transform customer experience

Satisfaction, comfort and entertainment; Delta Airline has high regard for these operations. Most managers who have taken the place of leading the airline see to it that these three elements of passenger-convenience do not get looked over. At present, there are some flaws that make it hard for clients to immediately respond to what Delta offers, however, with the implicative application of changing customer experience from the point of closing transactions to the point of travelling and reaching their destinations, the company could resolve some of these issues. Through the use of incorporating customer surveys and market research to improve daily operations, Delta can substantially improve its customer service and transform the customer experience. Feasibility assessments also can provide the organization with some clarity as it transitions from old methods to new customer service management routines. In this way, Delta can ensure its still aligned with its core objectives (O’Neill, 4).

Embrace mobile-mind shift

The used of mobile devices are becoming a distinct aspect of the travel industry and their influence can be seen reflected in the performance metrics of numerous airlines branches (Cederholm, 1). Embracing this change is vital for Delta to establish a sustainable business model going into the future (Cederholm, 1). This requires Delta to expand its technical infrastructure to be able to transformation and adjustment its operations in a way that utilizes current technological innovations while remaining adaptable to further change. What makes this approach rather harder to take note of is the fact that the organization ought to opt to take on the challenge of mandating how the business is likely to thrive along with the changing tides of the society as well as with the changing moods and behaviors of the market (Cederholm, 1).

Accelerate digit business

The industry as a whole has evolved to embody a more digital landscape (O’Neill, 4). Hence, when it comes to connecting with clients and even changing their perceptions towards what the company offers, it is important for Delta Airlines to use available resources to ensure the services and products offered by the business complement its brand and reinforce its market position. Invoking the use of digital media in attaining such point of business success provides Delta with the capacity to reinvent itself as markets change as well as innovate its CRM [customer relations management] strategy. This would directly support much of what the company seeks to present to the public as its industry presence.

With the emergent acceptance of the digital operations of the business, reaching out to the target market would be much easier. The company’s current website might be able to provide such competence on digital age functioning, but is not enough.

Advancements in mobile technology, specifically mobile commerce web transactions made through mobile devices, have significantly changed the business landscape (Hall et al. 8). In order for Delta Airlines to take advantage of this transition, cloud computing and mobile applications must be incorporated as a part of their revenue structure. Along with this, the administrators of Delta Airline should put personnel in charge of the company’s digital sector to enhance how Delta engages clients during the course of operations as well as in marketing (Hall et al. 2008). These operators ought to know how to manage the system as well as to how to get the attention of the target market to develop more responsive campaigns.

Adapting to media trends will provide Delta Airline with the edge they need to ensure they are able to attract needed internal and external stakeholders. This can be done in the form of integrating social media presence with mobile device applications, utilizing cloud computing technology for enhanced security and information management, and infusing advance kiosk hardware and software within terminals and airline hubs. All of these factors can accelerate Delta’s digital competitiveness and render a greater more effective marketing presence for the company (O’Neill, 4).

Recording customer response and criticisms are also easier to evaluate through the use of an accelerated digital business (Najda, 3). It is through this approach that successful entrepreneurs are made. With such perception and concept of growth in mind, it is rather important to note that new innovations in media are yet to come. When these innovations do occur, then it would perhaps be safe to say that with the many things Delta Airlines has to go through, they are considerably ready for any strike of wind that could render the company weak in the end. Learning to go through the tides is then an important aspect of surviving such point of competition in the business as it enters the doors of international trade and industries. With this, it is safe to say that Delta Airline is all ready to take on the challenge of expanding the services it is willing to offer to the public for their convenience and satisfaction.

Marketing Program Strategy and Tactics

Delta Airlines Inc. has already established well known and internationally recognized brand within the airline market. The primary goal of Delta is to enrich its marketing with innovative concepts that can lead to further expansion and reach of the company’s trademark:

Fig 5. “Delta Solid Flight Plan” Bastian (2)

This plan presentation shows how the company aims to take charge of its revenue advantage within the airline market. The company’s strategists believe their revenue enhancement methods are best improved through establishing better connections with other organizations as well as through improving their marketing strategy in a way that promotes excellence in service.

Delta focuses its marketing strategies on merger synergies which entails the use of a single technology that manages all revenue management and operations within one universal system while simultaneously enhancing the convenience of service extended to the consumer (Hall et al. 8). An example can be seen with the self-serve kiosks. The company also seeks to expand to international regions, such as Africa and to improve its New York market.

Another noted initiative of the diagram involves expanding global alliances through leveraging their ventures with Air France/KLM, to broaden their current alliance relationships, and attract new airline partners (Cosgrove, 3). The most effective way to implement this objective is through incorporating innovative technologies that can draw attention to the Delta brand while simultaneously enhancing customer service.

Noticeably, all these goals could be achieved alongside the application of strong marketing strategies that would lead towards a more defined concept of existence for the Delta brand within its market (Cosgrove, 3). One distinct marketing strategy that could enhance the company’s market position entails incorporating web-based infrastructure in the form of mobile applications. In addition to making the company more accessible to the modern frequent travelers, investing in mobile commerce infrastructure expands the reach of the Delta brand into a progressively growing market demographic. Such a move requires

Break-Even Analysis 

Fig6: “Delta Key Operating Metrics” Cederholm, T. (4)

Considering the data presented in this table, it could be realized that the growth rate of at least two to three percent in relation to the overall yield of development from the operational applications that the business takes into account yearly, Delta Airline does create a definite impact on how the general function of the airline industry in America is affected by the current and modernized developments that the said sector of economic function takes into close consideration.

Implementation Plan

The primary marketing approach proposed for this research assumes that Delta could substantially benefit from a marketing strategy that implements a web based cloud computing infrastructure that integrates within accounts for the definite use of modern innovative technology (Tyler, 22). The ideal system would link the online website of delta to an operating mobile application that would make it easier for users to access information immediately from the system and use such information to enhance the quality and efficiency of their travel experience. Delta Airline clients connect with the business through a wide range of web infrastructures that is connected to a cloud computing network that can prevent Delta from the heavy toll of maintaining data banks or enduring cyberattacks. Assumptions, constraints, resources and estimates of skills and budget to implement the plan are based on “Migrating to the cloud: Oracle client/server modernization” by Laszewski, T., & Nauduri, P. and “Cloud computing—The business perspective” by Marston, Li, Z., Bandyopadhyay, S., Zhang, J., & Ghalsasi, A. (1). Their study focuses primarily on the necessary strategies needed for implementation of a Similar projects from which data was retrieved to assess needed project objectives and budgetary concerns. There are a range of technical limitations such as the needed skill set of IT professionals that must be taken into account. For example, in order for Delta to transition its operation structure to a cloud computing system that incorporates mobile application systems into their marketing strategy, they must have like any software development project, migration projects require careful planning and good methodology to ensure successful execution. When migrating from one database platform to another a substantial portion of the database design is carried over. This is especially true in respect to the schema design for relational database migrations. Six months is identified as the ideal time period to complete the project. This is how long it is expected to take to achieve all core milestones in relation to software development. The most vital resources in this process for Delta will be supporting IT staff.

Evaluation Plan 

Surveys, feedbacks and other customer-focused evaluation procedures could be taken into account as the primary users of the app are to be given proper incentives from the company as they entail to use the app as part of their transaction-completions with the business.

Biographical Sketches of Key Personnel

Operators of the app need to be given the proper training in order for them to process information properly and accurately. This will aid the organization with a better course of improvement especially when it comes to measuring the capacity of each individual worker to cater to the needs of the clients as they go online for inquiries and to complete transactions.

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