1. SOUTHWEST AIRLINES

2. NAME REGISTRATION NO
Nazmul Azim Supan 2009731005
Ayesha Akter Bristy 2009731010
Nahian Ahmed Chowdhury 2009731016
Abdul Malek 2009731043
Kawsar Mahmud Chy Tarek 2009731062

3. History of Southwest
• 1971-1994:
• Unique low cost carrier is born
• Golden Triangle (Dallas-Houstan-San Antonio)
• Ten minute turn around time
• Spreading on the “LUV” theme
• Self-ticketing machines
• Over 22 aircrafts
• Ranked no. 1 in customer satisfaction
• Wins the 1st monthly & later on annual Triple Crown
• Introduces Ticketless Travel in 4 cities.

4. ORGANIZATIONAL CULTURE
“Doing the Right Thing”
Mission:
“Dedication to the highest quality of Customer
Service delivered with a sense of warmth,
friendliness, individual pride, and Company
Spirit.”

5. SOUTHWEST SPIRIT
Warrior Spirit
– Work hard
– Desire to be the best
– Be courageous
– Display a sense of urgency
– Persevere
– Innovate
Servant’s Heart
– Follow the Golden Rule
– Adhere to the Basic Principles
– Treat others with respect
– Put others first
– Be egalitarian
– Demonstrate proactive Customer Service
– Embrace the SWA Family

6. SOUTHWEST SPIRIT
Fun-Loving Attitude
• Have FUN
• Enjoy your work
• Celebrate successes
• Maintain perspective (balance)
• Be a passionate Team player
• Don’t take yourself too seriously

7. Competitive Analysis
Rivalry
Jet blue
Suppliers
Maintenance
People
Fuel Providers
Food Providers
Substitutes
1. Brand competition
Continental Airlines
& American Airlines
2.Generic competition
train (Amtrak) and
bus(Greyhound)
Customers
Leisure travellers,
Businessman,
College students
Competitors
Braniff, United
Shuttle, Delta, Trans

8. VALUES : 5 F’s
• Flamboyance
• Freedom
• Fun
• Freshness
• Family

9. A FAQ

10. SUCCESS STORIES
• Major airline to make profits(1990,1991 and 1992)
• Fewest Customer Complaints
• Ranked one in the airline industry
• Ranked second across industry
• More passengers, fewest employees
• Investment grade credit rating

11. SWOT ANALYSIS
Strengths
 Fast Turnaround.
 Committed Workforce.
 Strong Management
Team.
 Focus on PSP(People-
Service-Profit)!!!
 Competitive Advantage
 First Mover Advantage
Weakness
 Fully valued Share Price
 Limited Alliances

12. Opportunity Threats
 Weaker Competitors
 International Expansion
 Take up routes abandoned
by competitors.
 Long haul flight - Tap
undeveloped market.
 Dominant position -Offers
pricing power
 High fuel prices – Exit of
unprofitable competitors
 Competitor
-Jet Blue Airlines
 Internet reliance
–Risks (system
disruption)
 No frills > limit frills
- Increase operation
cost.

13. Southwest’s Performance
• Only major US airline in 1990, 91, 92 to make both net &
operating profits.
• Averaged more than 12% return on investment & 23.6%
return to shareholders.
• One of the few airlines in the world with an investment
grade credit rating.
• Ranked first in the airline industry in fortune magazine’s
2002 America’s Most Admired Companies list.

14. RECOMMENDATIONS
• Continued Gradual Expansion
• Maintain their success story
• No Internationalization