Case Study 2: Continental Airlines (Turban: Chapter 2, Page 90-91)

Name: your name

Provide detailed and complete answers.
Q1: Describe the benefits of the Continentals Go Forward strategy. Be specific and
include improvement figures.
Go Forward Strategy comprised of four interrelatedness parts to be implemented at the same
time which will go about as strong apparatus for settling on right choice in an association.
A portion of the advantages are:
Helped Continental Airlines set up more noteworthy approaches to modify its industry
status from most noticeably awful to first and after that from first to top choice.
Innovation turned out to be progressively basic for supporting these new activities.
The Strategy delivered significant vital quality.
Cost Reduction.
Disposal of fraud.
The first version of the overall strategy had the benefit of restoring Continental(CO) to
profitability and giving it first-place rankings by many airline industrymetrics. The second phase
of the strategy led to savings of $41 million and a reduction of $7 million in fraud in the first year
alone. Its revenue increased by over $500 million in six years. A data warehouse played a critical
role in the second phase.
Q2: Identify the major differences between a traditional data warehouse and a realtime data warehouse. What strategic advantage can Continental derive from the realtime system as opposed a traditional information system (such as the EDW) that was
implemented initially?
Some of the major contrasts between the traditional data warehouse and real-time data
warehouse are:
1. A Traditional Data Warehouse (TDW) is utilized for key choices (and here and there
strategic); a RDW for vital and strategic (some of the time operational) ones.
2. The aftereffects of utilizing a TDW can be difficult to measure; consequences of utilizing a
RDW are measured by operational information.
3. Acceptable TDW refresh rates range from every day to month to month; RDW information
must be up to the moment.
4. TDW outlines are regularly fitting; RDWs must supply point by point information.
5. Small user group at upper organization levels implies a TDW bolsters couple of
simultaneous users; a RDW must support numerous, maybe over a thousand.
6. TDWs normally utilize restricted reporting to confirm or check designs, frequently
predefined summary tables; RDWs need flexible, ad-hoc reporting.
7. TDW client group by and large comprises of force clients, learning laborers, directors,
other inside clients; RDWs are utilized by operational staff, call focuses, maybe outer
clients.
A real-time DW, as was implemented at CO, moves data into the DW on an hourly or even more
frequent basis. Advantages of using of real time data warehouse for CO is:

Real time data warehouse provides end users with rapid updates and alerts generated
from transactional systems.
Revenue management and accounting.

Customer Relationship Management.

Crew Operations and payroll.

Security and fraud.

Flight Operations

Q3: What strategic advantages can Continental derive from the real-time system as
opposed to a traditional information system?
Strategic Advantages of CO are:

Strong relationships with end users.

A small and highly competent data warehouse staff.

Improvement in Customer valued performance.

Improvement in security and fraud.

Continuously update of informations.

By having real-time data available through its data warehouse, CO can make decisions upto ots
choice. While data warehousing applications which concentrate on long term decisions aren't
influenced much by the last hour's, day's or even week's information, lower-short term choices
are. As the utilization of the DW is reached out to these choices and down in the association,
current data has become important. By having continuous (or close constant) information in the
system, CO acquires a strategic advantage by making on better decisions.