戴维战略管理第17版全套英文教辅案例david-sm17-case-im-16

Case16-SpiritAirlines,Inc.(SAVE)-2018-Teachers,NotebyForestR.DavidCaseAbstractHeadquarteredinMiramar,Florida,SpiritAirlinescompetesintheUltraLowCostCarrier(ULCC)airlineindustryintheUSA,theCaribbean,andLatinAmerica.Spiritofferssomeofthelowestfaresintheindustry,usuallyupto$100lessthancompetitorsandsometimesascheapas$9+taxesandfees.Thecompanymarketsitselfasanunbundledairlineserviceprovider,meaningyouonlypayforitemsyoudesireincludingwater,drinks,andbags.Spirit'smarketingpitchiswhypayforbundledservicesthatultimatelypayforsomeoneelse's“free”bagor“free”Coke?Asaresult,Spiritmainlytargetscustomerswhoarepayingfortheirowntravelratherthanbusinessclasscustomers.Spiritchargespassengersfeesupto$45forcarryonandcheckedbags.Spirithasafeeof$5topassengerswhohavetheirboardingpassesprintedbythecheck-inagent.AsofDecember2017,Spiritcharged$30extraforbags41to50pounds,and$100forbagsbetween71and100pounds.Despitethefees,Spirithastensofthousandsofloyalcustomersduetotheirlowpricedtickets.Spiritcurrentlyhasover420flightsadayandserves59airportswithfourfocusedairportsconsistingofChicago,DallasFt.Worth,Detroit,andLasVegas.OtherSpirithubsareFt.Lauderdale,MyrtleBeach,andAtlanticCity.Asofyear-end2016,Spirithadafleetof95Airbusaircraftofwhich36areownedandtheremainingleased;thecompanyhasover5,742full-timeemployees,butisrapidlyaddingflights,planes,employees,andcustomers.TheSpiritplanistogrowrapidly,operate158aircraftby2021,andincreaseitsUSmarketsharefrom2to4percent.SpiritservesNorthandSouthAmerica,CentralAmerica,andtheCaribbean.VisionStatementAnalysisEffectivevisionstatementsexhibitfivecharacteristicsthatcanbeusedasguidelinesforwritingorevaluatingvisionstatements.Anyvisionstatementthatscoresa5outof5onthesecharacteristicsisexemplary.InChapter2,thisvisionstatementassessmenttechniqueisreferredtoas“The5outof5Test.”Clear:revealstypeofindustryandwhatfirmstrivestobecomeFuturistic:revealswhatthefirmstrivestobecomeoraccomplishwithin5yearsConcise:onesentenceinlengthUnique:revealsthefirm,scompetitiveadvantageInspiring:motivatesreaderstosupportthefirmSpiritnolongerprovidesawrittenvisionstatementonitswebsite.However,formerpresidentandCEO,BenBaldanza,says:“Ourvisionistomakesurethecustomerwhocan'taffordtopaycurrentairlinepriceshasanoptiontostilltravel.”TheformerCEOgoesontosaythat“Wheneverweaddanewmarketoranewservice,wealwaystrytopricethatmarketatlowerthantheprevailingfaresinthatmarkettobringbacksomepeoplewho,vebeenpricedout.”AproposedvisionstatementforSpiritAirlinesisasfollows:307Copyright©2020PearsonEducation,Inc.“WestrivetocontinueastheultralowcostairlineoftheAmericas,alwaysofferinglowerthanprevailingairfaresinordertomakeairtravelsafeandaffordableforthemasses.”MissionStatementAnalysisThe10desiredcharacteristicsofaneffectivemissionstatementareasfollows:Broadinscope;doesnotincludemonetaryamounts,numbers,percentages,ratios,orobjectivesConcise;fewerthanonehundredwordsinlengthInspiringIdentifiestheutilityofafirm’sproductsRevealsthatthefirmissociallyresponsibleRevealsthatthefirmisenvironmentallyresponsibleIncludesninecomponents:customers,productsorservices,markets,technology,concernforsurvival/growth/profits,philosophy,distinctivecompetence,concernforpublicimage,concernforemployeesReconciliatory;resolvesdivergentviewsamongstakeholdersEnduringbutnevercastinstoneAttractscustomers;iswrittenfromacustomerperspectiveThe9desiredcomponentsofaneffectivemissionstatementareasfollows:Customers—Whoarethefirm’spresentandpotentialcustomers?Productsorservices—Whatarethefirm'smajorproductsorservices?Markets-Geographically,wheredoesthefirmcompete?Technology—Isthefirmtechnologicallycurrent?Concernforsurvival,growth,andprofitability-Isthefirmcommittedtogrowthandfinancialsoundness?Philosophy-Whatarethebasicbeliefs,values,aspirations,andethicalprioritiesofthefirm?Distinctivecompetence—Whatisthefirm,smajorcompetitiveadvantage?Concernforpublicimage一Isthefirmresponsivetosocial,community,andenvironmentalconcerns?Concernforemployees—Areemployeesavaluableassetofthefirm?Spiritdoesnothaveapublishedmissionstatementbuttheircompanysloganisasfollows:“TheUltraLowCostAirlinefortheAmericas.”AproposedmissionstatementforSpiritAirlinesthatincludestheninecomponentsandmeetsthetencharacteristics,inlessthan100words,isgivenbelow:Westrivetobetheleadingultra-low-fareaircarrier(2,7)byprovidingcustomerswithaffordableairtravelacrosstheUnitedStates,LatinAmerica,andtheCaribbean(1,3).Weofferanexemplarywebsiteandmobileapplications(4)aspartofourprofitablegrowth(5).Webelieveinfulltransparencyandreliablefriendlycustomerservice(6),anchoredbythebestpilots308Copyright©2020PearsonEducation,Inc.

andthefriendliest,besttrainedflightattendantsandgroundpersonnelintheindustry(9).Westrivetoearntherespectofallcommunitiesweserve(8).(78words)ExternalFactorEvaluation(EFE)MatrixUpporbu.miiin W-eigjIitRatid.Wcitglited.Srcarc1Caach Mccunts-fijrK2%ofnewnucsintheindiLsliy;L4*4后due的HjkI：andbusinesscIjies.Mailandother国电口ncrouns-fbronly.Hisndtheicmaiiiing2%isderiveddrouiiniiis£<]EiicQiiissouir^s.f口目匚h匚lassrevenueshavegrownLnrecentyearsandaix cclediacantinue1cprawD?ijustejinieRNTiwiienwrepriM亡口n%口u工an7-I也呼2FirraKlikeSpjrildndJetBluearcwellp-aslioncd1a■匕归±OKlvaralageofpncR*士口nsdoii耳cuctoiinerE theyalreadyhaveamelutoiLinpheelalocusonpricewving写alongthevalueihain;pricesavingsarcnol口?itlcarmkmgditianal,lmrricr1^valuechoi口吐(UK?4心KTh.cL-LCCairliiK^ih^vetougtitIlie ycarriersaIt^ioninpri"；[iriccisihe!：un|；k- imponuiLltutorinsel&ting町uirlinelareuelcihsianief^Ini^neHnBvdcrSrand Hu^ness-tiHVELenek1恪von*m闻withpri?c日ellieyafisnhealwilhinafeww■心uflh^deparurcdakIh.OJ4出邛4HiepiincipD]hetorsforgainingand^indaiiLingcamipelitivcadvEnilaD：^而ihelirLincindustrj'aiTpriir-c,dlightschcduks,newnemmandrDDmimrssod"jiTcrBfi, andfrefluenttl.yerprograms.Airline1Mliuw占KiKh群OniWwId.SkyTeam占口d5mrAUiari"Mlow1”的「andivgionalairlin拈ti)寸iarvmnl甘Eg曲就注型加他・iikh生:d^dnalion^acHEAm「弱加口於七markds.sjidprovidethenhilhytou^r£heaperacrcraftlo丈rui"mulljtiarkds.lb.O53也】55AcL&rdine：toSpirrLcustomersarcIrsspricc^cnsihi'etodrinks,pillows.4ndbags己弓ihe>!areig priws.也口43也］上6klhHfimvHdeMiiiatibEkiinthe匚4ribk:3n^ndLalimAmcrko1日邛。tiistDrically-pnlyheenservedbylargeBEii，陷ch^ingrelativelyhigh仃prict^i.ButIrian*lo^-fniFidcdflyersTisil由鹤匕uc旺1sotlbereksuh★皿lialjooriLlorgrowEliin(heirnmkds.业042出加7ScIling：ihe前也'evTnilicscdHcoimicdtarc5BcanacLd.trcriicndDo5lyto□bnratilDlth4mdaftheyrar番ofipfl-ied.EIdlingth±statKmoinvacanL也口44。皤4Tlii'udyreEinrudihal口丫黑口”'MiiHmci5配帚3刖出口wiilioirJinc^icKhcdils leveleter,^pnlinning.aLrcndilutna^EliiMelkifi74JDHEeculiveyears.(kD32[n工CH&JtieLLS.siiliiieindustrycallcclcdoverf7billioninbaggage.,drimkTfood,finduthw「fces口出assetiairdwilhiJie|Hricrofaticket.Thiswasup国幅加田珈2fl-0320LD614klahili：apnl^Mianuseinc-n：3!；cdic53%dl-cu^ttmcrilghooktlij»hls.ih.021)06309Copyright©2020PearsonEducation,Inc.

Threats WeigjhitRatingWeLghted.Scare1■eihreeprinrif^lcompelilorsforSpiritdrdomesilienouteqareAnnerreanAiiliutR,DeltaAiriincs.aand.IctBLucAirway，AbomtSO招ofSpiritdentinaticii3etcsen'KtdbyAmcriranandDelta;AmericanandJetBlueElferSpirir-^main-CMiipdiitDryinUwCaibbcaiLsniALMiiiAmcricD.也明2出初2FuelidffiHcrtiLfbiggestapamBinHieairlinej口lumtryAfrml allaii revenue皤used1口ihe[诵1hill.Tlirindu^iy叫我口国小出1H%ar'latalitvenucsaruihmedlafurlra^iin21-17,doivnftom□■verbetween2d]]and2DL4.Airiluce(HirctiuctiituicrtHiiraciElahedgea甲insdrisingpricesby就近口・他|；也[11比刖whnlHielimiIwpwi±Ibwltthur此pricewillhe刖theluniilli<fuel很needed.w2弧14Compeiilivenemurkearnersbi:u：anmatchiJowr-eostLjnri-erandULCCpricingamportionsoftheirmarginiLluraroildcapocily.^arti^ulnrlyintheirkeyhubni^[ttt&.业m3U144Th-cairlineindusiliyKsomc^vhiateajryiaenterasairhnt^511cti己$Spin!]^c划:i亡arMliifihdrlircraH.Evenawsiauramdcmipajiv gEton庇序wsj□Mmla p]日ng公hiicpilois..Rtntlufidmakehgaatiht^ioijuFiiy.Ofcourse,inthe4ndI4口olevEwasi&rdfedlodiu5口di^irairlinebudnaeeqjuIsitcktotheirnit：hrofsi：r^ingcIiji：kenwing*lHerreulcIsp-ons.*四3出逐5As-wenearZDZD,the^irlirxinidiislrylstiocDmiiLi;more1ararablegainincR叫tilllawcrluel:nulhighermnrgiiKnHultinginnnanymewentrnnl^intoiheniaik^.11出心山心比4的金滥ane-utioul独口air^liTi'icilinti^intbeUSAbyca;ly知I*withagc^wDiraleanciuiid113以弧况II.IKADiborhashislori^allybwinllielargestorsecondIsaqg国expenseVwairlinedependingthecuucnlpructclqiLbn1cuncnilyacc-DimBfbrexperasESdo-ublcthatat'toc].在比2也］上了TieairtiJiiindustryin.theUSAiuptcted1a-Kegrou-lh邛口1%annuulLyTnom上41芯UuDU^h2U23.由打11.12JiJetBlueandSoulhiMertoHirsimilirsenkesasSpiril,ib^mKiiLgunhiLdgEtmindedcuslomcrs;hoWCTerJetBlueowng3%at'ihcUSAniarfcclshnreqndSouthwtilownc15%toSpijit-s2%.0lD4-1aiG9TiennjwtierafaiJli^ipdEFEngN!：gjohillyinciv-astd日whsppini;7.55ft汨2017注盛largelyEyTKhnafiiKdgIctalHonomic£TC^'thiFs|Hjmn|；ab-Tlielallin^L-cofitar'aiiiravdisjIfdspur?Egpssvn^crmcowOl①cxccoLitehdslcricil与箕tnnomr-Hvciqgctn3^jpqwihomiud^r.2出的14Th.cUSAha?iiniiallednew8(axesdliMubembeddedintoallair]meticksiprict^dIIlir4ivikofpurcti咏!.SpiriiandoilierairlinerhaxeIbu^hifordhclcHurfflifHiwetaxes,and□肥new就ku力瞿p3TMetht1皿已号nndEreprices,ihem口M4nlxwwiEihe ticketpriceJtSpirii.fl-023弧此I□laiEFE/出LOO2.S7310Copyright©2020PearsonEducation,Inc.

CompetitiveProfileMatrix♦而i~Lt一口u由，口⑶i£&nOilieslSuc4-ei!«FicMrEWcLKh(Rntici^ScareKitingSCQFVRntia^FinuricialFMu口nUJ5J也43T也如2也加Prii：cCoiTipcldiveiwss31亍4—2此如OiLlimcArriv^L'DcEbarturrOR14n彳亚况-1FmguenlFlyerOld40.402ua口U30TopMin二明nmlOld24.203也如1V.IOExl曰Vca,o.os1O.OS20.1644122CuFt-DmcrServwr0.051410-1DIOU.15Ajii'enisiiijr0.0514.104也工口TU.15AjKLilaryScrkck0.052010R0.13-1G.2CHubs005101040.50r0.15MarkelStiare0.0514.053kU-1FreeSmai±刘日cm唱a0051棋口52klO441.30Tolsli】加工相工蕤里MFinancialRatioAnalysisHistoric:3lRatio,127m巧12/3171.7CurrentRatio1.331S8QjickRatio1.3S1.98TotalDebt-to-T 1-AssetsAstiiDC.550.57TcrtalDebt-to-Eq□iByRatio1.261.33Time£-Intereit-EarnEdRatio1811IrwertaryTufficvetNANAFisedAssetET□mover1.581.18TotalAssetsTurnover。.何AccountsReceivableTurnover5&Averm良eCcllecti-ariPeriod6』7GrossPrctitMargin%100%100%OpBradngProfiLMargin%1晤1SWROA%EM10%ROEW19W*明311Copyright©2020PearsonEducation,Inc.

InternalFactorEvaluation(IFE)Matrix近htRat加工Wei<htidScore1Spirit□尼tssomeofIhclowestfamsintheijbdu^iry^usiiallyup1□S1<M>ks品dimD(nii|Ktil口口gridsonKtiniEaascheapw$9pluslamaandftra.Old40.402SpiritshIAItefjantAirhavetlul<gvriiDBteclaiJiLfis-lhE而如i国try*杷*施1costilye-rs.Sp-iril却plc寸斤隅口meinMisiyPmsenmaysherairlineaim5bohaveaima]Ihnithat他atleaa：25M.ItnA'crthoiiAny-dtOkf.availablelicketpricetbranyroute1113ftS]>irii父rve&Ndcinicrinlb士USAbuisSpiritafitiek.^price,soifjouhiavcLlightandd口rT・neediirillR,thenSpiritmaybejaorbestchcic£-.<1.07-10233Apjnoiimakly125nrwroutciswillbradkikdtu址wijibicinthenest5ysnrs.U.073口214日口出ticketundnon-iLC限tivwiiiueincr^ucd14^in2IH;.UDb30.185Spirit^lowserailHdcishdjjstrateEJ'orUltraLuwCoatCarriCT(ULCCJasitislefcncdtomItie-induRUy1. euNtoomer^1qpurt^^c!口口1*wlial:items;ihM'ck^mii^z^ssar^.Spiiii thi：ni^]v«3$ringleanspu^ntpririiiganddoesnotconsiderthemiclresaw-irilljiiLrtincBraliicrafrilb-fbr-比亡airline.Ifthecu51mlit「*idifElapiiixlha^:日mevdiiMSpiril-onenihesameannznitLc^lha.1:hiEkrtu^tdiiliji£5embedintheirjimei.U.Q630.IS6Spirit"gsirategicpLankio^ggrKsiv^1estp.ond.gcagisptikail]y{nurloetdcYf】小口eehi1日ndgainmore 后1日m{marketpcnEtrHli^n}stniefk!；intheUSA,Caribbean,mALatin.America-出口占3但IX7SpiritEwnavdyhuGver谢ftigliiH9dayaidb^tyesairpcoiswith由urtbeusedliqxsrtsconsistine：afChicego,DallasFt.Worili,Dclioil,andVegas.OllierSpirithu加口代Ft.Laudcridile,MyrtLeBeach,jndAtlanticCity.Spiritciim-iitlyservesNwthsjidSmithAnwriw,CcnlnLAiriOKaan4theCaritbesjL.41.05jG.I5HSpirithidifleetofaverlOQ.Airtw^◎iinEftafwtikh-olKMUJ44sieowme!andiheremainingkased;Ibecom-panyhasibmit6,CKKFfilll-tbiircntplayecs.bu1ij-rapidJy-oddlirigflighls,plflnet.employees^andcuslMierK.Spiril'ssir^Mgkpljn冏togrewnpldlly,penile「7aircnjl'lby202LiandincMm窕ilsU.S.ir^rtjd：£luvcfroni2%l口4%U.0530.159SpiritMieafthe(hw^ijlinesltinhuspleratjB'oi'-caRh.Attheendu「2UI7,ilhad590]milltDnininndriLkdcn^li4ndca3ticqurwaltirbkSpirithada14%inerraMLnrrwenliesin2017th3tfol]awedanS_5*iIncnraH!the|m«ryeu.0.0540.10曲SpiritAiriinrs--dBctheir(9曰国ClubCHiJirK-lDaptiiniz:clow-ticketrainforcustBrnfir^.41.0530.15312Copyright©2020PearsonEducation,Inc.

HscaliiESflcsBc»EbtRat加工WeightedScore1AstnikinylocalelorSpirilLsthrirlockmdrlceLingalliancewilhinIlieaiilincindustry.Competitorsq口匚Ji35Drhi,American-andUSAirwaysdlfiavc口】1山口£=5wMhwlie「占irimcMending 由三huecockkcambin^firqiKotflyer即里图心aidinGnmiectiiKiB^EndrmuflunoFEL0.0520.102L..il>:rc.irnliiiii.niv-iik,1:1.iD'i.hiljpyiisill.i」」口：[帆8二巾JiuJ工二.^riKularly口口inimuit^M]routes^uidmay围nially史即Wimwhythis好taol'diebusinesskjwtgniwi□目asfastasibedariH-sticscgiiKEiL11.0520.103AIktli73Spirit's14111 TcpfEEEnl剖bytourIjborunions.Unionsrrpicscratiiigrunpserviceagnisandniglilaikndan_15DjrccdwithSpiritmEina^cnienlin2015andJjOI^resiptstiwly,to5-yenrLOJLlrjiclswhere你灯辿力!中11陋帽由"氏七，U.052U.I0-1Thrcompfliijj's.UOd-unLonizcdpilols.byailnniBgmj口ritykiFcbmaiy2.0IM,nlitkdbnewtofilracllliatrailsforsjkavcrqfc4J%网1i口口ca",Thenew5-ycardcalcucbnearly2yearsQfcooilcntiotiancgntistLaaidthwlrequirediJieGupmBisiQii-&rilieNstLan^lMMJ&tiafiHasndinW与比ijiglafi】D.C.陶学pari中wilbpi]at£atDthcvlargtairliiKSiswkofSprrrts惘5喀「拒口pruxirties.41.0520.105[raMayaf2DL7.pilaisofSpiritwentanilrikcesusin占muiycuilafliriKtomjs3vk4iQQkediiigfas.U.0510.05SpiritactiveI)1pfcuiijalrartsIwcsl in眦industrybusinessmadd.SpiritspemlQa.pillryO.2%la0.554cfUflaLrevenues-uugd智ertkingth「十口宜口叱口whopaytlHirdw口way日nd邓EidsnxtiJiingonL4»rpDrHtiu口工goTcrnniem啊加仁上鼠<y「Mbcrbiifinj^KEclass-trawkix.41.042O.OB7Al»ul54%MallSpiri.1nights,orlaDrCnmniifiianiebswvinFori1udridalr；andalargepf-iciml^cof1bnbalamari£ina.tejinnnDetroit,15Vegas.,AlJamicCily?Chkago,Orlajidb.andMyidc氏actk41.010.09bp:nij『『二jg*心『二1，匚liRi力l ciraariu机imlNium弋wiiti由wabsenceof才可mimrii3n»n£：topvnajLageniirniLanddhiralw^ncr1ofanydivisLoni.4J.0IOLDS9SpiritAirlinesInas田sipiidirantanwunt-ofimnftswithfixeddb-lig^lionsmakiirif.ILquiddrydiiHciih.W.0IO.Ofil-lbSpiritAiriinkJdurwtprovidea.wrlrtm.vifimwndsslDiistsienKnrt□日tfusirwebsite.业0220.04T^ra]IFESenrel.H3.36Strength-Weakness-Opportunity-Threat(SWOT)MatrixSOStrategiesIncreaseadvertisingofthe$9fareby$100million(S1,S2,S4,S10,O1,O2).FormanalliancewithAllegiantAir(S2,O4).Purchase3additionalA320aircraftfor$105millioneach(S1,S7,S8,O1,O6).Continuetochargeextraforsnacksanddrinks(S4,S5,O5,O9).STStrategiesIncreaseadvertisingtargetingthehigherpriceschargedbylegacycarriers(S1,S2,S4,S10,T1).Add5newinternationalmarketsinLatinAmerica(S1,S7,T7,T9).Purchase3additionalA320aircraftfor$105millioneach(S1,S7,S8,T4,T9).Offerthe$9fareon3%moreflights(S10,T3,T10).WOStrategies313Copyright©2020PearsonEducation,Inc.

FormalliancewithAllegiantAir(W1,O4).Increaseadvertisingtargetingbudget-mindedcustomersfrom0.5%ofrevenuesto1%ofrevenues(W6,O1,O2,O4).Developadivisionalorganizationalstructurewithanewvisionandmissionstatement(W8,W10,O4).Add5newinternationalmarketsinLatinAmerica(W7,O6).WTStrategiesRenegotiatecontractswithpilotsevery2years(W4,W5,T6).ReducetherelianceonFortLauderdaleairportfrom54%ofallflightsleavingto50%(W7,T1,T7,T8).PurchaseJetBluetoobtainmoreroutesandeliminateacompetitor(W1,W2,W7,T1,T8).Hire2womenintouppermanagement(W8,T6).StrategicPositionandActionEvaluation(SPACE)Analysis-s.o--5.0-s.o--5.0314Copyright©2020PearsonEducation,Inc.日运matAnafysfs:FinancialPosition(FP)■StsblIllyPn蜀tl#n(5PJ€urrentRalin£HaleafInflation-3DebtioEquity2TechnologicsCliangsii-2NetInrame6Price-ElmytkiwofDemand-3Rewehue4CcmpEtitiv-ePressure-7€a£hF^dw4rriGistnEntryintoHlmrk®-GFltiaiCalPn号Itl/n(FP) 144StaBIIIhPo占止卜nn(5P)」四4.Z4伫internaiAr>a恨/:CMUMtMaaP口/Itlon(UP】ExtemalAnafy^s:IndustryPontlonfl31MarketShare-6GrowthPotential3ProductQuality-5Fin日n1山%tmlbility4-Custom-erL0汩坪-2EaseofEntryintoMarket2VarietyofProdumOffered-4ResourceUtilLzMi口昌WControl口verSuppiiersandDistributar5-5ProfitPntential340rHpeHUyePuwIH力力(匚P]ay像『age-4.4mthi号trypc14tlcm口叫启丫何用旧3.9BostonConsultingGroup(BCG)MatrixAnalysisDivisionYouiFirm'sDivihionKlvuelumlop卜imiinIndiJitcyDivisionbEcverLueRIndMrySjI-k-Grawih民毗亡ECclitivc\Lirk--iSjji-.,TotalTicket nues$]Jbfe,C34$J1,,77?3QOT2KU.U4TDtalN-nnTicketFtemnues$],2K1,635$5%5#时Internal-External(IE)MatrixAnalysis315Copyright©2020PearsonEducation,Inc.

THEIFETOTALWEISHIEDSCORESStron"Weakl.QH槽h4.D5山工口35口31Weakl.QH槽h4.D5山工口35口31工口_山33|-1_山LXJHJ.Lowl.DGrandStrategyMatrixAnalysis316Copyright©2020PearsonEducation,Inc.QuantitativeStrategicPlanningMatrix(QSPM)AnalysisIncreaseadvertisingby$100million.Purchase3additionalA320aircraft.317Copyright©2020PearsonEducation,Inc.

1 2WeightA5TASA5TAS1.Spiritoilerssemeotitictowwl(aicsinitheindmirj.,usuallyup1口JIIMh|0thancampchtoi!iand 日ncheap酌59plum andfees.也1010.20一如2SpinEandAllegjan.1AfirhavethiLigetimileelaim刖Dieinductryi附网MKtilye-TK.SpiritspakeswomnnMNlyPin皿口?iayi-h«aiilimeaimsIdhave□todzLKmthudiwatlea^t25%towerihsnsnyotheravailable1itketprif：ciorajiYroyuthM^Spiritmirrv巧.N/k<anricrintheUSAbi^LsSpkilddlickctpriccR5Uifyouliflirllighlanddon'tneedtnIKihenSpiiitmaybeyonijticsd-ciioicc.0.072也14021Appr^Kiniately125newrouleswillbei{Ld^dla-fhdjiilineintheneit5ye-srs.41.07三0.212业M4Bothlicketandnondtcketrevtnufincifascd14%in2UI7.0.06也l&40245Spirtfs】口整lendeistaipstralegj-'arUltraLo-wCasl口rriu「(UL(T。sleidMreHcrred谣intheiiwi晒byj]呢以写justmiera1曰piarc也窕snLy惧力时islernsilieyde^mnccesMiy.SpiiitmEirkctKrihtmselvesasalteringign2口『wntpfisingan4d^anot1由gidc「ill中nud#c34no-irilhairLinc-.TDlhera-frilJs-tbr-tterairline,[fthecii5liMnir「砧力fh£5♦口puiLhaiscamcmitifcs.Spirit□Hersthe口meDinemitic^1hatbigherc»1aGrhnoiembedijitheirpricra.也比lb0.00口ib.oa6Spint'ssliategKphnis1gQg^resKiA'iElyexpandgeag.Mphk!illy{mnrkstdcvclapcn^ml}nmd患口向mar-eniwrisHmh口rwqmarkEpeaiwtnrli口n15Ltei伯gie工intheUSA-.tariblKaii,^nd心tin^nitrrica.业况20.124fkZ47SpiritciLiTcntlj1huiover5DDfligh帕adayandsmes65airportswilhlbii「fijuuwMlairportscoiisistingofChicago-,DiIIbeFLXVarlii^Detroit,3ndU事Vegas.OtherSpirithu^or七Ft.Lsude-ndile,MyrtkBeacli.andAtlanticCiIJb'.Spiritcurrentlysirv'esNorth也rdS&ulliAmeri；!!,CentlrgllAm-ericahanddti亡CuribheEim.41.05J0152miuASpirithidelHMtofove-i1UGAirliHisaixTattojwhKhabotJl44>aicwnedsnd由亡rcm3Braiiig血才鼠:d;Etwcompanytia^ihoul6B00ttfull-tijmcemployes,Imjii,rapid]vaddiragHightspljnes,employees,suulm比孙1。国.Spirh't巾口肥甲c0]目Ji"2产小出/呷川电即1!皓1：!!LT7aEiMEby202Landiji£reoseitsLLS.iuhtIcciIshareKrom2?it口4H.4J,0520.1040l2E>9Spiritismis。1由cfewautinsithathasplenty口f《asdii.Attheendixf2417,ilhadSW]mLIlminunics(riLledcashdndca^licquiTalenl^.Spirithidi14%incjcascinrrwnucsin2017由*1皿]口"网uiK.5%incrtaKCihcprioryejir.0.0500.0000.00SpentAirlinw. Eh-eLr5■与Faw-ClubHkn』wispHmizdUw-tick^ltw/forcustoraicrs.0.05J0152old318Copyright©2020PearsonEducation,Inc.

1 2AJiIASTAS1.A时nkmg lorSpiiillktheirI.DLkoi'nnuriLCtingnllijmccuilliinIlieairlineindu^trx1.Competilaffs-f；iKli呜Delta,工nierium,andUSAirwaysallhav^曲心眦emwith酬h—可rlines心enh%ngfhEmwsharecodes,combineiircqwieniByerprQjjrairis11aidin工口皿七工百口甘1ondmucbi41.05Q0.00ufr.OQmore.2Lackofflttllialionwi.lJiinolliiincfpuliSpiritinscompclitircdisidvantEge,partiLii]allyarinlemalionilrautes^and.mnyporliallytbi善ariiaofthebinifiK兵!：ismotgrowEngas怕stasthedomestic：scg_ineni.4).050.00u0.00ATxsul73%<3rSpirit^lffllilworttferreisi£[wc^cRledbyt'aurl^borunions.Unionsirprcseatingmnipserviceagemsandtliijlil□itcndanisDgKedwithSpintmsui^emiiMili3i2015jnd201&、ie^pcSti.vefyHto5-yenrccml!■占Mswheredh亡ya卬七gnoiIo-jdrikc.v.Uziu.UUSUU4ThtcDmpuny's1用(KIunioiLizcdpilolLbyaalronEeuj口rilyinFifbruaiy201Jt,roliflcd□ncwcHilrsciihM工目IEfor皿average4J%payincr^asf.Theite曾5-yta「(ksdendsji-esjlyIyearsQtcotjilentiaijsncgctiatioiisthatrequiredihegupeii'NiAn N^tianal 且行在nBaandin叫』由iin@口ilD.C.Payparitywithpi]口tnalother山rg£aijlincskoneadSpiritspilots1随prwnticfi.4).050.00u0.005[nMayoiZDl7BpiloidotSpin!wntannrikcruid^inymanycuslamtrstonil霹pre-tiauked中睡Ji区.0.0500.0000.00ftSpiriticti.vebr'[nomolesitslowesttoresimtkeindustrybu或rcesmode].Spintsptndiapnltrji'"2%tm(15秘血"onalrrvcnuiisonadYcttisingibucuKtomerawhopaytheirownwuy目ndqxndsnolhingon.LorporalionE.gov£nniieiKDgcn-caes,orotherbuGiiLCEEda蝙l旧hMte.tt.044O.ld10.D47Ahoui54%cfaIISpiritnightsareto-*「fccHi.1iJieh^HiiebaseinFurlLaLidu-dakRaradalajgcptrumwg弋ohhcbalanceQriginalcItdriD^UDii,Ld5Vegas,AllajUkCity,Chtcago,(Jriando,andMyrllcBcsicli.0.0310.032fr.06Spintipp^QiRloespera^trama'huuitiQiuDoroiariizHdaniil.wrutlur史williill己ufMwnce8afajiywmjimlaiMcmglepmnns^iEdm.tnwltheahseiiieofm叮divisions.4).020.00U0.00少SpiritAirlinesb吟asisunlicantamoimlofnircraftswithtiledab]■如ftonsmakingliquiditydiifkolt.4J,020.000fr.oa14SpiritAirlinesdoesnotpravidenmiltcnvisionb「stolenienton帆irweBEI甘.<1.0：*o.co口虫m319Copyright©2020PearsonEducation,Inc.

1L2他■蚓ItAJiIASTAS1.Coicticlassacc-ounbfor rrvcnuc^intheindiLilry;14^4hduetoHist3Jtdbusinessclass.Mailandothercargo目(xotin出砧「01111y2%andther^muoning工飞由isdm^cdtraninii^celljnecHJSsouilsk.Coache]取rei'uiLu^shavegrawiiiJirec^RtyearsundaceeapeiTledlacontinueiogrowm&r^pritie0.074(».2R1(M电2FirmslikeSpiritandktBlui：口■well itbivcd1auk匚ad1母口必昌ktofprkefofisciou osthey^Irtddyliavtanetworkcnplacehxfotusoilpriceni口1R且liMi；gtheV3lucch3.in;pricesavingsmccnol且$clearalonu：tr^dilions.1carrier's-vilue匚心ide.0.0700.000o.oaTh-eULCCair]in£>ih^vetonghiihelegacy^aorierKa inpriizc;piiceisihesinglemxnlimparl二由lacilcrLnbelecting皿airlinelornionteu5gmeni.buBn£55tmvekrs,andk口加4uavcki^.BuFiinenniravckrsanflr»cofic€mcdwillipneeastheycfttnbookwiltimatfcwWDeksofttitdcpnilurcdote.41.07也1121K1+4Th-jpriiLJipn]齿"仙方fargainingandropining^ompiMitiveadvoil inthuairLinuinduinlryareprice,ilight^chcdulcsnne^nc^sandt口口miiKSFof商加口乐anLcniilk品andtr^qu^ntflyerpnogcauu.Aiilimcallian^iAisuch前(JniW^rld,SkyT^omsnd^tarA】l值netall^wlargerand国岂后口方1aidingtoshareiriEirkcli口grchlmraships,intrea5cdestinations.,accrssinrestriedvtninrkctj,andpiDvidcihcabilityla皿cheaperaircinfttowh'k^^maHmarkets.tt.052tt.1030.155Accoidingt口Spint,customersarel»s.pricesensih%'etodrinlc^.pillow与口口dwenbEiga门5shryhjcti£kdprices.让M(b11.00lbfr.oa6Manyirawcldc^l:in3tiafl?iintheCaribbeanandLitinAmericahovehi^itDriizallyonlybeenservedbylargeLdinricncharijiiLgrelativelyhighnprints.HutmuiyLo^l-niindtdflyerkvi^i.1thi!^eeutas,sothereissjjhsEsnbuJraamforgrowthinih^stfmarkd-l^.0.042«.0RJOli7Srl】旧事ihc舐方0evenNlh。落di雇durIedth代5.adxlirmif口加口5卜EnetprotLldiiJirendoftheytar至ofposodtoIdlingIlirseatremainvacaraL0.040«.000o.oaATh-jiludyTdpartsdIII对出？川日11c^Hlonie? wiltiMrhnewhj*reacheditshighestlevelewer,MntiniiLiingnirendhatnowslrrfehes7coDKircuiiveyears.4komtt.00fr.oa?[n2016,ihcLLS.aiilineinductr>>calkclodqtctbillioninbEggajjr,drink,tbod,andotherfeesnMa^acialcdwilhiticpviccDfalickct.Thiiw3supIDO^Erom2012.0.030tt.OO0fr.oaI-;:-Mobile日昨】hz&Hoiiorcincneascdto55%ofcustomerstobaaktli5hizi.0.02巾tt.00l>fr.oa320Copyright©2020PearsonEducation,Inc.

1 2IVciglitIAS■AS1.Tipeliisi^lurSpiriio-nd口me对配ratiresjd*AirLin^suDidMAirlindandJe«BlneAirwaya.ANsu.1ofSpiritHdinsrli口口区sreservicedbyAm式匚icmnandDelta;AmencanhjiWJetBluearcSpirit、maincoanpdiMciintheQribbcdnandLatinAmcrka.立讣1O.OE用也H2Fuelis口Beofihebigger!eiKpeiis^einiheaijlincindustry.Ah-Mi26Hot'□IIuiir匚出nri莒「tcw。口uc t。pay1ahefuelbill.Ths：uradufiij>:1m后GftDlalicvejincsatliibuledlom]in2IH7^downit-DinamJCR-obetwern2Glioind2H14.*irthi£西[Hirdi承fuLnrc lahedgejgui口让risingpriceiby箕。upungapric€JtwhatihclimnhopesLo^rihanthepriced-illbeatHmiethefijelis d.0.0700.00itfr.OQ工Competitiven^ht&rkcameiKbejjannnakhinglow-cosi:carrierandULCCprkiDganporting口『llciirimrgjnMunsoldi：api]cilyq[Hutkuhrlyintheirkeyhubmartcels.<1.07J0.212也w4Theairlijicindusliy应^onicwhateasyloenterai由口加白such鼻斥SpiittleasewonbccnalloftlidjaBrciDti-Bveraar^^tnurantcompanysuch口£Hwleniwe