main unclear; of course, there are certain principles, which, if they are applied, are likely to increase the chances for a firm’s success in the global market. Current paper examines the various phases of development of the global strategy of United Airlines; the examination of the firm’s environment led to the assumption that changes are required on certain parts of the firm’s operations – in order to ensure that the targets set by the firm’s leader will be achieved. The expansion of the firm in the global market is expected to successful – under the terms highlighted in the paper; the need for potential changes is also analysed taking into consideration the fact that competition in the specific industry is strong and the effort for entering the global market would require additional support – referring especially to the allocation of monetary resources for the funding of the firm’s plans in the international market.
United Airlines was established in USA in 1926; the firm is considered as one of the first of its industry – in the USA market. Through the decades the firm managed to achieve a high growth; however, the event of the September the 11th led to severe financial losses – the firm losses for the 2001 were estimated to $2.1 billions. In 2002 the company asked for the financial support of the government in order to control its debts and achieve a gradual recovery. In 2002 the firm’s financial problems were made more intensive; then, negotiations with employees were considered as necessary – the firing of employees was not avoided. The stability of the firm has been set in risk; however, through the years the firm managed to improve its performance; today, the number of the firm’s employees are estimated to 46,602; in accordance with the Report on the First Quarter of 2010 results, the firm achieved an operating profit of $58 millions in the first quarter of 2010; moreover, the company ranked first in many categories reflecting