In my opinion, the strategy presented appears good to an extent but also tends to fall short in an
overall strategy perspective. By teaming up with American Express to create an exclusive
frequent flyer program that caters to business customers who hold American Express cards, Delta
inadvertently ignores customers who hold cards of other financial institutions and economy
flyers, who contribute a great deal to their overall patronage, profitability and sustainability.
Also, the triple miles reward in the long run can affect Delta’s profitability if not balanced with
increased revenue generation. To conclude, Delta’s strategy presents good opportunities to
increase patronage but lacks in overall business sustainability.
