Alaska Airlines was founded in Anchorage, Alaska in 1932. It later expanded to 22 aircraft operating in the state by 1934. By the late 1970s, the airline began expanding into the southwestern states. and by 1987 it had acquired Horizon Air and Jet America. These acquisitions strengthened the structure of Alaska Airline's North/South routes and complemented seasonal passenger transport to Alaska. (Sterling, 2008)Today, Alaska Air Group, Inc. (Alaska Air) is the holding company for Alaska Airlines, Inc. and Horizon Air Industries Inc. Currently, Alaska Air provides air travel to more than 23 million people to more than 90 destinations. . (Sterling, 2008) In addition to providing passenger air transportation, Alaska Air also provides cargo and mail services not only within the state of Alaska, but also throughout much of the West Coast. Alaska Air operates an all-jet fleet with an average passenger trip length of 1,232 miles. While Horizon, their regional airline, operates turboprop and jet aircraft, with an average passenger journey length of 359 miles. The two carriers operate in an integrated manner, enabling a wider range of services. (Sterling, 2008) Alaska Air is based in Seattle, Washington and serves the West Coast of the United States including: Alaska, Hawaii, Mexico and Canada. In 2010, Alaska Air carried more than 16.5 million passengers in its mainland operations, as it carries more passengers between Alaska and the continental United States than any other airline. Its nonstop routes include Seattle-Anchorage, Seattle-Los Angeles and Seattle-Las Vegas. Currently, Alaska's operational fleet includes 114 aircraft. (Sterling, 2008)Market Alaska Air has the dominant share of the market serving Alaska. Unlike the rest of the American economy, Alaska has seen a steady growth in the paper business...and now the businessman has become the businessman. Airlines are adapting to this growing trend in the business world and placing more emphasis on marketing to businesswomen. Airlines are starting to cater more to women in their business class. (AAAP, 2012) This helped Alaska Air exploit this “new” market. Conclusion The airline industry as a whole has a long list of services required for the overall economic success of the market. Alaska Air has strived to lead the way in service and maintenance. Their unwillingness to settle for the lowest acceptable form of service has allowed them to build a loyal customer base. By adapting to a unique market and learning to balance cargo and passenger air travel, they have learned not only to survive, but to thrive in what is considered a "limited" area of ​​operation. »..