Protecting the Business Moat Through Customer Proposition

United Airlines focused on maintaining their competitive edge by offering a superior customer proposition, including a better route network and a strong frequent flyer program. They identified two breaches in their strategy, which were the presence of change fees affecting domestic travelers and the rise of Ultra-Low-Cost Carriers attracting price-sensitive infrequent flyers. To address these challenges, United Airlines implemented changes like eliminating change fees and introducing a basic economy product to compete effectively in the market.