Case Study Southwest

Case Study Southwest

• 1.
  Southwest Airlines
• 2.
  Southwest Airlines’ Mission Statement The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.
• 3.
  Herbert (Herb) D.Kelleher Executive Chairman of the Board SWA Board of Executives
• 4.
  SWA Board ofExecutives Gary C. Kelly Vice Chairman of the Board and Chief Executive Officer
• 5.
  SWA Board ofExecutives Colleen Barrett President
• 6.
  In 2002, Southwest Airlines Emerges Into the New Generation With a New Corporate Logo
• 7.
  A Boeing 737-300Aircraft in Southwest Airlines Historic Colors
• 8.
  Southwest's New P aint S cheme
• 9.
  SWA’s Strengths Finacial Stability Record of Developing Underutilized Airports Outstanding Record of Customer Satisfaction Excellent Employee Relations Commitment to Community Involvement
• 10.
  The Very FirstAdvertisement in 1971
• 11.
  Two new "airline-within-an-airline"competitors faced off against Southwest in 1994. While other carriers may offer low fares on a handful of routes, only Southwest Airlines offers low fares on every seat of every flight, to every city we serve. Advertisement against United Airlines in 1994
• 12.
  Questions At thebeginning, what forces in the environment most effected Southwest Airlines, and what opportunity was Southwest founded to take advantage of? Forces: 1) Litigation by Barniff and Texas International 2) CAB’s Jurisdiction to prevent competition in the state Opportunity: To provide short – haul, intrastate service at a reduced fare on frequent flights to meet the needs of local travelers
• 13.
  Questions How wouldyou chart the development of Southwest’s business – level strategy over time? 1971 Establishment 1973 - Ten – Minute Turnaround - Half – Price Fare - Premium Liquor Attached 1979 Expansion - An Interstate Airline - Houston – New Orleans 1989 Expansion into California 1991 Expansion into Chicago 1996 Expansion into Florida
• 14.
  Questions What kindsof dynamics characterize competition in the airline industry? แรงขับเคลื่อนใดที่เป็นตัวกำหนดลักษณะการแข่งขันของอุตสาหกรรมการบิน 1) Air Fare 2) Service 3) Flight’s Frequency and Punctuality 4) Immediate Reaction of the Competitors
• 15.
  Questions What doyou think the future holds for Southwest? Optimistic: - Grow rapidly and stably within the United States - Become “World Wide Airline” - Get more online customers Pessimistic: - Earning might be affected by oil price and terrorism - More competitors
• 16.
  Quarterly Balance Sheet2004
• 17.
  Cities, States, andAirports
• 18.
  www.southwest.com Stop Searching.Start Traveling
• 19.
  Welcome to SOUTHWESTAIRLINES SPIRIT® magazine online. SOUTHWEST AIRLINES SPIRIT magazine blends energetic travel reporting with diverse, trend-charting topics from the worlds of business, technology, sports, culture, and the arts. Hip profiles of hot personalities in a variety of disciplines provide an irreverent counterpoint to the practical, life-enhancing insiders' guides assembled to serve both business and leisure travelers.