By the end of 2019, it is clear that American Airlines (AAL), the world's largest airline group, is in trouble. With the growth rate of its stock price ranked at the bottom of all major US airlines and going in the opposite direction from the SP500 index, AAL needs to find out what is going on, and how to turn the company and its stock price around. The challenge faced by AAL is typical; addressing it may well be a management consulting project worthy millions of dollars. In particular, business intelligence and competitive analysis is required to discover problems and opportunities for the company, and lay the foundation for turning-around strategies. In this course, you will learn a powerful tool that combines data, industry classification, and analytics models with visualization tools for effective and efficient business intelligence and competitive analysis. Upon completion of the course, you should be able to conduct a business intelligence and competitive analysis on a company of your choice as a management consultant.