Course Project, Strategic Management

1. SouthWest Airlines 1 Click to begin.. SOUTHWEST AIRLINES

3. Goals

4. Business Philosophy

5. Single type of planes

6. Culture of the Organization2 SouthWest Airlines

7. Proposed Mission Statement To be a leading airline by providing safe, reliable, frequent, low-cost air transportation topped with the outstanding service to our customers. Leading the way in technology innovation, we strive to expand at a rigorous pace. We are the world’s only short haul, low fare and point to point carrier. We believe our employees to be our ultimate resource for maintaining high quality and realizing potential profits. We aim to expand our services from 58 cities by maintaining its identity of a low fare airline by keeping the costs low. 3 SouthWest Airlines

8. Proposed Vision Statement To expand our services to potential locations by being the most profitable airline while maintaining low costs. It aspires to reach the highest possible level of customer and employee satisfaction through an uncompromising commitment to safety, reliability, and efficiency. 4 SouthWest Airlines

9. Input 5 SouthWest Airlines

10. Internal Factor Evaluation Matrix 6 SouthWest Airlines

11. Internal Factor Evaluation Matrix 7 SouthWest Airlines

12. Internal Factor Evaluation Matrix 8 SouthWest Airlines

13. Internal Factor Evaluation Matrix TOTAL SCORE 3.09 9 SouthWest Airlines

14. External Factor Evaluation Matrix 10 SouthWest Airlines

15. External Factor Evaluation Matrix 11 SouthWest Airlines

16. External Factor Evaluation Matrix TOTAL SCORE 2.95 12 SouthWest Airlines

17. Competitive Profile Index 13 SouthWest Airlines

18. SWOT Matrix New Products Existing Products Market Penetration Product Development Existing Markets Market Development Diversification New Markets 14 SouthWest Airlines

19. +5 +4 +3 +2 +1 FS Conservative Aggressive (1.3 , 3.1) IS CA SPACE Matrix -6 -5 -4 -3 -2 -1 0 - +1 +2 +3 +4 +5 6 -1 -2 -3 -4 -5 Competitive Defensive ES

20. SouthWest Airlines 16 BCG MATRIX Relative Market Share Position High Medium Low 1 0.5 0 High +20 STARS Question Marks Industry Sales Growth Rate 0 Medium Cash Cows Dogs Low -20

21. The Grand Matrix Rapid Market Growth Quadrant I Quadrant II Strong Competitive Position Weak Competitive Position Quadrant III Quadrant IV Slow Market Growth 17 SouthWest Airlines

22. The IFE total weighted Score Internal External Matrix Strong Average Weak 3.0 to 4.0 2.0 to 2.99 1.0 to 1.99 III I II 3.0 to 4.0 High IV The IFE total weighted Score VI 2.0 to 2.99 V Medium Low 1.0 to 1.99 VIII VII IX 18 SouthWest Airlines

23. QSPM 19 SouthWest Airlines

24. QSPM 20 SouthWest Airlines

25. QSPM 21 SouthWest Airlines

26. QSPM 22 SouthWest Airlines

27. QSPM 23 SouthWest Airlines

28. QSPM RESULTS Market Development In 100 Cities Concentric Diversification 6.25 4.72 Sum Total Attractiveness Score 24 SouthWest Airlines

29. CONCLUSION 25 SouthWest Airlines