Southwest Airlines Case Analysis

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Southwest Airlines is only one of its kinda unique enterprise. It is the fifth largest passenger airline in the United States, currently operating 520 Boeing 737s throughout the United States. The company essentially functions as a point-to-point operation rather than a hub-and-spoke service unlike its competitors. ( Southwest has unique various competitive advantages, which have led it to be a strong performer within the industry. Due to Because of the growth in the low-cost segment of the airline industry, Southwest has tomust continue to innovate and differentiate itself from others to perpetuate its success and popularity. An evaluation of the company’s internal strengths and weaknesses and external opportunities and threats served as the foundation for this strategic analysis and marketing plan. The plan centers on Southwest’s growth strategy by , suggesting ways in which it can build on existing customer relationships and on theby developingment of new services targeted to specific customer niches. (Pride & Ferrel, 1995) SITUATION ANALYSIS Southwest Airlines provides low-fare air transport among 58 cities within the United States. According to the company, “Southwest is dedicated to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit.” As of December 31, 2007, Southwest served 411 non-stop city pairs. Approximately 78% of the Company’s customers fly non-stop. Southwest primarily serves short-haul routes with high frequencies. [(] The company was started in 1971 by two individuals, Rollin King and Herb Kelleher, with a dream to start a different type of airline. Their motto, which lives on today: "If you get your passengers to their destinations when they want to get there, on time, at the lowest

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