Alaska Air SWOT: merger completion and meeting challenges

Alaska Air Group was historically understated in the US airline industry, building a strong franchise in the Pacific Northwest and delivering solid profitability before the large US airlines began adopting their mantra of a sea change in the industry.

During the past few years Alaska has faced significant new competition from Delta Air Lines at its Seattle hub and headquarters and has undertaken an acquisition, and merger with, Virgin America.

With the bulk of the merger integration completed, Alaska is now entering a new chapter in its history, and markets are viewing the company through the lens of improving margins and delivering on promised merger synergies.

This report examines Alaska’s strengths, weaknesses, opportunities and threats.

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