United Airlines is the second largest air career in the world. It was established in 1927 from the merger of 4 companies. In this essay, Q1 will discuss marketing environment of UAL and how changes in the environment can impact it; Q2 will define segmentation, market segment, targeting and positioning and how UAL uses to segment its market in order to grow then in Q3 SWOT and its components will be defined and applied on UAL. Q (1.a): Marketing environment refers to “The actors and forces outside the marketing department that affect marketing management’s ability to build and maintain successful relationships with target customers” (Kotler, 2011). And it consists of Micro environment and Macro environment. Q (1.b): Demography is “the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics” (Kotler, 2011). The passenger’s demographic trends implicate UAL decisions such as the changing in the population’s family and age, Geographic shifts, employment and educational characteristics and the Diversity. UAL should increase their focus on satisfying the changing customer travel preferences. Different generations interested in different things as millennial interested in discounts, WiFi, online booking, etc. basing on age, UAL children ticket is half of the adult’s. Economic environment impacts UAL performance. It involves factors that impact both the purchasing power of customers and their spending patterns; as income