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Case Study Southwest
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Case Study Southwest


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  • 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 of Executives Gary C. Kelly Vice Chairman of the Board and Chief Executive Officer
  • 5. SWA Board of Executives Colleen Barrett President
  • 6. In 2002, Southwest Airlines Emerges Into the New Generation With a New Corporate Logo
  • 7. A Boeing 737-300 Aircraft in Southwest Airlines Historic Colors
  • 8. Southwest's N ew 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 First Advertisement 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 the beginning, 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 would you 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 kinds of 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 do you 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 Sheet 2004
  • 17. Cities, States, and Airports
  • 18. Stop Searching. Start Traveling
  • 19. Welcome to SOUTHWEST AIRLINES 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.