The company through its 2010 annual reports and 2011 quarterly reports and investor presentations, laid down many strategies aimed at improving its market share and profitability. The company launched more flight services to Charleston and Greenville-Spartanburg, South Carolina and Newark and in New Jersey that brought the total cities served by the company to 72(Investor Relations, 2012, para. 4). All-New Rapid Reward program was also launched in March 2011, which has continued to accrue benefits to the company. The company also acquired air Tran airways increasing their number of aircraft fleet to 140 (Investor Relations, 2012, para. 5). This provided the company an opportunity to expand their markets into Atlanta and Washington D.C. This also enabled the airline to serve many more domestic cities and leisure markets in Mexico and Caribbean.