Park University Marketing United Airlines Flight 3411 Case Analysis

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United Airlines Flight 3411

Review the case below and respond to the case questions.

On 9 April 2017, Dr. David Dao was flying from Chicago to Louisville, Kentucky. This is a short flight lasting under one and a half hours. All passengers were on the airplane, waiting for the doors to shut when the cabin crew said the flight was overbooked and volunteers were needed to provide seats. The seats were not needed for other paying passengers, but for some airline staff who wanted to get to Louisville. There are five flights on this route on most days, but the staff could not wait. Passengers were said to be offered $800 in United Airlines vouchers, if they would take the next flight. There were no volunteers, therefore, at random, the cabin crew selected four passengers, one of whom was Dr. David Dao. He said he could not take the next flight as he had patients waiting to see him. The cabin crew were not happy about this, so requested Chicago Aviation Security to remove the passenger. In the meantime, other passengers, many of whom became citizen journalists, started filming the incident. The videos showed Dr. Dao being forcibly dragged out of his seat and down the aisle. The videos were uploaded to several social media channels.

The link is the timeline of how United Airlines managed responses to the video. Click the plus signs below to learn more about the events of that date.…

Case Questions

  1. Evaluate the strengths and weaknesses of the approach taken by the CEO.
  2. How could you prepare for such a disastrous event?
  3. What actions would you take as the event unfolded and negative online comments started?
  4. Work in groups of three to five to explore what options could have been taken and make recommendations.