Real – Time Business Intelligence At Continental A

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Case Analysis: Real – Time Business Intelligence at Continental Airlines Company Background: Real time data warehousing and business intelligence (BI), have helped Continental airlines to transform its industry position and let them to come back from worst to first and then from fast to favorite. Continental also realized an increase in revenues and cost savings in areas such as marketing, demand forecasting, fraud detection and improved data center management. Continental Airlines was founded in 1934 with single engine Lockheed aircraft. Over the years continental grows and capture a huge pie of market share in competitive airline industry. It carries approximately 50 million passengers a year in five continents and above all it made them to cover and serves more destinations than any other airline in the world. Continental is now known as a leader in real time business intelligence based upon its prudent decisions on what data will be captured in real time, its strong relationships with end user, a small and highly competent data ware house staff and a careful balance of strategic and tactical decision support and operations as well as changed business process that utilize real time data. An Airline in Trouble: Ten years ago, the Airline was in trouble, their performance went dramatically down in all areas. Continental Airlines was ranked tenth among ten major US airlines in on time performance, mishandled baggage, customer complaints and denied boarding because of over booking. With all these kinds of problems in their service brings Continental in big time financial trouble and force Continental to file for Chapter 11 bankruptcy protection twice in the previous ten years and was heading for the third. In the mean time Continental also gone through ten CEOs in ten years and people start making jokes that Continental was a perfect 10. Continental
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