Alaska Airlines was founded in Anchorage, Alaska in 1932. It then expanded to 22 aircraft operating within the state by 1934. In the late 1970s, the airline it began expanding into the lower Western states and by 1987 had acquired Horizon Air and Jet America. These acquisitions strengthened Alaska Airline's north/south route structure and complemented seasonal passenger travel in 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 air travel for passengers, Alaska Air also provides freight and mail services not only in the state of Alaska, but 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 trip duration of 359 miles. The two carriers operate in an integrated manner allowing for a wider range of services. (Sterling,2008) Alaska Air is headquartered 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. Alaska's operational fleet currently consists of 114 aircraft. (Sterling, 2008) Market Alaska Air has the dominant market share in Alaska service. Unlike the rest of the US economy, Alaska has seen a steady increase in business and now the businessman has evolved into the businessman. Airlines are adapting to this growing trend in the business world and placing more importance on marketing to business women. Airlines are starting to cater more to women in their business class. (AAAP, 2012) This helped Alaska Air tap into 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 be at the forefront of both service and maintenance. Their unwillingness to settle for the lowest and most 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 travel, they have learned not only to survive, but to thrive in what is considered a “limited” operating area”.