Instructions: This assessment focuses on the student’s understanding and application of strategic concepts associated with Strategic Position and Strategic Choice ; outlined in Parts I and II the...

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Introduction
    The strategic position is recognized as one of the major analytical perspectives that organizations have to hold in the modern business context (Johnson & Scholes, 2005). In fact, strategic positioning of a company includes the assessment of the organizational choices and preferences set by the any company in accordance with the internal sources, influential factors at external level as well as to see the role of stakeholders in achieving the desired objectives with the setting up of the strategies for the future (Lees, 2008). If seen from close viewpoint, the strategic positioning of organizations tends to include the political, environmental social, economical and all other factors that can affect the future outcomes in terms of production and sales. Thus, the choices for the future, the assessment of the current position in the market and how the performance of the company can be improved are altogether set by the analysis of the strategic positioning (Lees, 2008).
The following report examines the positioning of US Airline industry in the current context of global aviation. The strattic positioning of the company is analyzed by the political, social, environmental, technological, economical and social perspectives. The conclusions of the reports are driven in favor of the fact that there is a great need of integrated efforts in US Airline industry in order to compete with the rapidly evolving aviation world; the merging of small Airline service providers in order to earn good profits can be a good alternative for them in this context.
The Historical Overview
    At first, it is significant to overview the historical aspect of the US Airline industry because it was founded in a time which is seen as the aftermath of World War I. It began in 1918 and was formally administered by the Post Office (Cook, 1996). In fact, the aviation in those days meant to be the carrying of the airmail by air force pilots from one place to the other—it is remarkable to note here too that the birth of US airline was native in the sense that the US army’s aircrafts were used in this process; the commercialization of the US Airlines began taking shape after two decades of this initiative (Cook, 1996).
    Later, the formation of Interstate Commerce Commission, ICC in 1935 gave way to the merging of passenger carrier services with the airmails—it was the time when the twin engine aircrafts were introduced at commercial level (Cook, 1996). The inclusion of DC1 and DC2 in the airline services increased the chance of fully commercialized aviation services to be born in the American industrial segment. However, the onset of the World War II hindered this procedure for a while and only after 1945, the rapid growth of airline industry could sustain itself (Cook, 1996).
    In the same context, the role of Civil Aeronautics Act of 1938 cannot be underestimated. It was the first time in the airline services in USA that regulatory authority over air commerce was transferred from Interstate Commerce Commission to an autonomous governing body, Civil Aeronautics Board. The formation of CAB was also decisive in the sense that in the later decades of US Airline industry most of the commercial and passenger services were monitored under the Civil Aeronautics Act of 1938 (Cook, 1996). Since then, this act serves as the major foundation to regulate the commercial and passenger carrier services in US Airlines.
The PESTLE and Five Competitive Force Analysis of US Airline Industry
    In the context of analyzing the PESTEL of US Airline industry, it is important to see the scale of completive environment produced by the buying and selling of services in airline industry. The analysis overall shows high competency level among the service providers. The PESTEL analysis is as below:
Political Environment
    In the context of US Airline industry, it operates in a highly regulated political environment where the passengers are kept on high priority (N. A. 2014). The US Airlines are controlled over the monopolistic behavior of their own—which is the reason behind the strict follow up of the Civil Aeronautics Act of 1938 which is further revised. The amendment clauses are added in 2003 and 2014 in it, showcasing the concern of the political thinkers about the safety and facility availability based concerns of the policymakers in this context. Passengers are understood as the valuable stakeholders and their priorities and expectations from the various airlines operating in business should be kept on paramount position (N. A. 2018).
    Additionally, if the political factors affecting the functioning of the US Airline industry are analyzed in specific context, the political factors are affecting the long term profitability of American Airlines Group Inc. (Fern Fort University, 2018). It requires political stability, avoiding of the military invasion, dependence over the service sector of the nation where the low cost workforce...