1. Market Share & Annual Growth Rate
   1. The market share is very diversified
   2. Annual Growth Rate is 2.0%
2. Key Rivals & Market share
   1. Delta Air Lines Inc. 15.2%
      1. Topic
   2. United Continental Holdings Inc. 14.8%
   3. Southwest Airlines Co. 10.8%
   4. AMR Corporation 9.7%
   5. USAirways Group Inc. 7.0%
3. Scope of Competitive Rivalry
   1. Very high because there are numerous airlines competing for better prices, better customer service, etc.
4. Concentration vs. Fragmentation
   1. This industry is highly concentrated because everyone in this industry has enough impact to impact the other person's shares
5. Number of Buyers
   1. 1.5 billion travelers and growing by at least 7% a year
6. Demand Determinants
   1. Leisure Travel
   2. Business Travel
   3. Cargo Transportation
   4. Sudden Impact