Case Assignment: Read and cite the required articles "The US airlines relative positioning based on attributes of service quality.", supplemented with other articles related to passenger airline industry as well as United and Delta Airlines, and develop a report in terms of the following guidelines. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as "Key External Factors," instead of a sentence or a question.

Identify and explain key external factors that affect the passenger airline industry.

Explain the major airline market segments by applying the marketing concepts of segmentation, targeting, and positioning.

Contrast United and Delta Airlines in terms of each company's target market and positioning. Give some examples of how these strategies are implemented for each company.