Delta's Last Stand - ' Delta'
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Air Lines Base Case">
Delta Air Lines Base Case
Headquarters: Hartsfield Atlanta International Airport, Atlanta, GA 30320
Phone: (404) 715-2600
Business: Commercial airline
CIO: Curtis W. Robb
Financials: Revenue of $13.3 billion in fiscal 2002; net loss $1.3 billion or -$10.44 per share
Challenge: Become the first hub-and-spoke carrier to create a successful low-cost airline that can survive competition with JetBlue and Southwest
Baseline Goals:
- Cut $1 billion in costs in 2003, $2.5 billion total in 2005
- Reduce cash burn from $124 million in 2002 to zero
- Cut unit costs 15% by 2005
- Cut an additional 8,000 employees by May 2003
- Expand online tickets to 50% of sales, from 26% in 2002
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Projects: Management 
