IV. The future of the airline industryThe airline industry is in an interesting situation. In the industry, simply adding a low-cost alternative is not enough. The Internet has increased buyer power with ticket price transparency. This is not something that will change anytime soon. For this reason, profitability is predominantly reserved for low-cost but distinctive carriers. No consumer wants to travel with what they consider to be a “minor” airline. Airlines need a way to distinguish themselves from each other while recognizing the growing power of buyers. The future of the industry lies in JetBlue's "cheap chic" style. Airlines need to maintain an affordable price without appearing cheap. Small conveniences like those offered by Southwest and JetBlue allow the brand to perceive quality at a reasonable price. Higher cost airline companies need to work towards brand differentiation while minimizing prices. Traditional airlines have a place in the airline industry, but their importance will continue to decline. Consumers have become more price conscious. Although Legacy Airlines has a history of making higher profits during peak hours, ticket price transparency will continue to cause irreparable damage to the market. PART 2: ANALYSIS AT COMPANY LEVEL. Historical Overview of Delta Delta Airlines' original mission and goal was to provide a reliable crop dusting and mail transportation service company (Delta.com). In the 1920s and 1930s, the company evolved from the largest private fleet of crop dusting aircraft providing passenger service throughout the southeastern United States (Rivkin 7). For over forty years, the company's scope has centered on providing...paper media...Continental, United, Planned Merger.” MSNBC.com. April 29, 2010. March 27, 2011. .Maynard, Micheline. “US Airways and America West Plan Merger.” New York Times.com. May 20, 2005. March 27, 2011. .Reed, Dan and Marilyn Adams. “Justice Department Approves Delta-Northwest Airlines Merger.” USAToday.com October 29, 2008. March 27, 2011. .Revkin, Jan W., and Laurent Therivel. “Delta Air Lines (A): The Threat of Low-Cost Airlines.” Harvard Business School. January 25, 2005.Smallen, Dave. “Airline Financials for the Third Quarter of 2010; Report profits of network, low-cost and regional airlines: table 1”. March 17, 2011. April 4 11..