Singapore Airlines, Case Study

Singapore Airlines, Case Study
CASE EXAM This case exam for the module 'Principles of Marketing' accounts for 70% of the final
grade for this module (IBMMK108R1). The two multiple choice tests during the module account for
30% (15% per test). A CASE STUDY OF SINGAPORE AIRLINES EXECUTIVE SUMMARY As
a former British Colony that gained full independence in 1965, Singapore was essentially forced to
make do with its limited resources. This developed into a national obsession with achieving
excellence without compromise and has been responsible for its many successes. This attitude of
control and determination was critical in the creation of the culture within Singapore Airlines (SIA).
From the first unveiling of its official colours in 1972, SIA's primary ... Show more content on
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Reports could be inserted into the entertainment system accessed by Business Class passengers.
This, along with options for interactive video entertainment in the form of computer games, on–line
shopping (as opposed to catalogue shopping for duty free items), even mechanisms for ordering
meals and beverages are not beyond the reach of present technology. Customer Satisfaction and
complaints Another area for concern is that primary data suggests that passenger dissatisfaction has
tended to originate from passengers of certain nationalities. This suggests a tendency shown by
certain cultures for external expression. This is an important consideration as studies have indicated
that complaints received are only the tip of the iceberg; a company could stand to lose up to 96% of
its unhappy customers. Consistency of in–flight service quality with ground service quality Another
issue of some importance is the lack of direct control over the quality of ground services offered by
SIA's suppliers in countries, and specifically at airports, around the world. The real issue is the
communication, despite cultural differences, of the need for and the maintenance of a consistent
level of service quality. SEGMENTATION Apart from the use of technology to improve the
Business Class services, it would also be useful for the airline to consider further segmenting it's
largest target market – the Economy Class Traveller. Sub–Segmentation or Niching will enable the
... Get more on HelpWriting.net ...

Case Study Southwest Airlines 2011
Case Study – Southwest Airlines 2011
By
Dawn Baumann
Advanced Marketing
Professor Nicole Dillett
September 29, 2014
As I develop in mind, body, and spirit, I pledge on my honor that I have not given, received,
witnessed nor have knowledge of unauthorized aid on this or any paper.
Dawn Baumann
Background Summary:
Southwest airlines was founded in Texas in 1971 as a small, regional intra–state carrier. They chose
to service the Golden Triangle of Houston, Dallas, and San Antonio. By staying within Texan
borders, they could avoid federal regulations. They used Boeing 747 planes in their fleet. Since their
inception, they have been striving to become the leading low–cost carrier in the ... Show more
content on Helpwriting.net ...
They have been a multiple Triple Crown Winner in U.OT rankings. They have enjoyed thirty–one
consecutive profitable years of business. They are dedicated to offering the highest quality of
customer service delivered with a sense of warmth, friendliness and individual price. They have
consistently high ratings with consumers. Southwest spends more money on employee training than
anyone else in the industry. They encourage their employees to interact with customers and to think
outside the box. They have a family–friendly atmosphere that leads to high customer and employee
morale and low employee turnover. The shorter routes help Southwest Airlines maintain better
R.O.I. Their planes are in the air 12 hours per day vs. industry average of 8 hours per day.
Weaknesses: Southwest has been seeing a turnover of some of their key personnel, which is making
it difficult to maintain the corporate culture. There are labor challenges caused by increased tensions
between labor unions and management. Their current air traffic control system is based on World
War II technology using analog transmissions that cannot penetrate mountains, are impacted by bad
weather, and cannot reach across oceans. Their planes are now outdated. They have a huge problem
with mishandling bags – over 400,000 of them in 2011. This cost them over $53 million. The result
is dissatisfied customers. Slower turnaround

Alaska Airlines Case Study
The Alaska Airlines was established in 1932 by Mac McGee and experienced a few updates up until
the point that 1944 when it was ultimately named, Alaska Star Airlines. A couple of years after the
fact, the organization was experiencing bumps on the road, however figured out how to remain
above water by individuals who trusted change had to happen. Upgrades were made and in 1972, the
organization had its first gainful year. However, in 1990, the organization made a stride in reverse
when their previous CEO Ray Vecci received a "just good enough" state of mind and transparently
battled the Departure on Time (DOT) approach. Vecci did not approve of the "on time" flights and
wanted to pardon his activities on the grounds that he believed, Alaska Airlines had an alternate
working condition. This was recently the start of their unsettled history. From that point on, the
organization endured two flight tragedies including crash conveying Alaska Airline workers and
representative's relatives also known as flight 261.Before long, the tragedy of 9/11 happened which
negativity impacted all airlines by having a decrease in flight request. One of the greatest extent of
the normal aircrafts costs were impacted in 2002, as benefits and salaries represented 39% of costs
(Avalio, Patterson, and Baker, 2015). The organization was facing labour costs where in 2004 the
organization demonstrated that benefits and pay totaled 350 million, the salary for management was
costing around 70–90

Case Study : American Airlines, Inc.
Karla Reigosa Dr. Jim Farah August 19, 2017 Case Study American Airlines, Inc. Founded in the
1930s, American Airlines (AA) is the world recognized airline company and is headquartered in
Fort Worth, TX. Before 2013, AA ran under three carriers; American Airlines, American Eagle and
American Connection, and with these three carriers they were in over 260 airports all over the world
and operated in more than 50 countries and territories while maintaining an average of 3,500 flights
a day. It 's difficult to think of this as a possibility that the largest airlines known in the United States
had to file bankruptcy but a deeper look into how it lead to this should be able to clear and help us
understand. In the first 25 years of AA 's ... Show more content on Helpwriting.net ...
AA proposed a solution but it required to push out the GDS. The current problem was that AA paid
the GDS and the GDS would then pay the OTA (online travel agent). The proposal was to cut down
on distribution costs charged by GDS 's and directly negotiate with the OTA 's through direct cost. In
2011, AA had to file a lawsuit against SABRE, Travelport, and Orbitz. Travelport and Orbitz were
dismissed but SABRE continued through trial. Within the year, SABRE settled with an amount to
AA and renewed contracts for multiple years. We 'd think that this would have helped AA but in
2011, they filed bankruptcy. On December 9, 2013, the American Airlines Group was formed. This
was a merger between American Airlines and US Airways. This instantly doubled the flights a day
and increased the number of airports which gave it an average of about 6,700 flights a day and a
little over 300 locations along with adding 968 operated aircraft 's The merger aimed to yield $1.5
billion in terms of added revenue and costs savings a year. So why the merge? AA was in
bankruptcy and under the Chapter 11 bankruptcy protection, this could really help them out. By
doing this, AA would officially become the largest airlines in the world and with this, came to a few
lawsuits to stop this as many lawyers argued that AA would become a monopoly. So far, American
has been able to find a way to stay afloat and the merger was the best way to get out of the
bankruptcy

Case Study 2: Scandanavian Airlines
4. Case Study 2: Scandanavian Airlines
4.1. Background
In 2007, Scandanavian Airlines experienced three emergency landings within the span of seven
weeks with the aircraft type Dash 8–Q400, produced by Bombardier. Fortunately, there were no
fatalities during this crisis.
4.1.1. Scandanavian Airlines Flight 1209
Scandanavian Airlines Flight 1209 was a scheduled domestic passenger flight from Copenhagen
International Airport to Aalborg Airport on 9 September 2007.
While landing, the right main landing gear failed to lock in position and was therefore disrupted,
leading to the cabin preparing for a controlled emergency landing. After landing, the right main
landing gear collapsed, the right wing hit the runway and immediately broke into fire. ... Show more
They mostly used the diminish crisis response strategy such as justification and excuse.
Scandanavian Airlines tried to minimize the organizational responsibility by claiming that the fault
lied with the Bombardier aircrafts resulting in them having no control over it.
They also employed the deny crisis response strategy, scapegoat, by pushing the blame to
Bombardier. John Dueholm, the Vice President of Scandanavian Airlines, stated that they held
Bombardier liable even before the exact cause of accidents were confirmed. They did not stop there
but they also extended the scapegoating to Goodrich, Bombardier's supplier of landing gear, and
demanded compensation of from Bombardier. Scandanavian Airlines also played the victim in this
crisis by claiming that Bombardier misinformed them about the components' faults and frequently
used the bolstering crisis response strategy.
Once the third crisis hit Scandanavian Airlines, apart from using the bolstering crisis response
strategy, they also employed the deny crisis response strategy. Scapegoating was used to shift the
blame to the external parties like Bombardier. By demanding an increased compensation,
Scandanavian Airlines seemed like a crisis

Southwest Airline Case Study
BUS 330 Writing Assignment
The paper is about how the airline company named as the Southwest Airlines has been able to cater
to the needs of the customers while still holding a greater market share in the Airline industry
specifically during the economic crises phase.
Q1: As a high – contact service provider, how does Southwest Airlines ensure that its employees
satisfy the customer? As far as the employee training is concerned, the employees are extensively
trained so as such to ensure that they are able to satisfy the arising concerns and needs of the
customers effectively and efficiently. They are actually made to practically exercise resolving
complaints and other service problems on the spot. Moreover the employees ... Show more content
on Helpwriting.net ...
Bundling gives an edge to accommodate some of the extra charges and help the company as well as
the customers. However since the seats are not reserved thus the airline also gives the chance to the
passengers to jump forward on the flight, but for this service an amount is charged. Moreover
instead of charging higher prices Southwest Airline accommodates the customers' needs by
providing bundles that are valued by the flyers. Some suggestions will be enhancing the expenditure
on the advertisements and more promotional activities. The concentration on the actual and the
augmented product will help the company in giving something extra and different to the customers.
Cutting the costs and lowering prices will help in maintaining the customer demand for the brand
product. Product pricing and the core product should be given eminent importance. Possibly, linking
with a Public Relations organization will help increase the popularity of the products and services
being offered by Southwest Airlines.
Q3: What is Southwest Airline doing to manage the customer's service expectations? In order to
manage the expectations of the customers regarding the services provided by the airline, some new
features have been introduced like the "bags fly free" campaign that enables the

United Airlines Case Study
United Airlines: How Do We Get There from Here?
Step 1: Define the Problem
A. In this scenario, there are several problems at each level. At the organizational level, there has not
been an ethical leader in place to unify the airline company and its employees. At the group/team
level, there is not enough employee moral to produce and maintain premier customer service to the
airline guests. At the individual level, the job has become a burden that is unsatisfying and
unrewarding. The most important problem is at the organizational level.
B. The problem is defined from the perspective of the organization.
C. Even though other airlines have undergone mergers, United Airlines has maintained poor industry
performance since 2010, which begins to provide the evidence of an internal problem. The airline
has employed three CEO's since 2010, one of which acted unethically with the organization's
resources (Kinicki & Fugate, 2018). Neither of the CEO's approached the organization the same
way, and neither of the CEO's attempted to unify the organization; after CEO Oscar Munoz suffered
a heart attack, many executives left and the cohesiveness of the organization suffered even further.
Since Mr. Munoz' return in 2016, profit have increased and progress has been reported in a few
contract negotiations (Kinicki & Fugate, 2018).
D. The unethical and disjointed leadership previously maintained within United Airlines is a
problem for various reasons. When leadership makes a poor choice in the face of an ethical
dilemma, not only does it reflect on the workforce to the public, but it also decreases the trust among
employees with their employer and sets an inappropriate example of how others within the
organization should act. Among the changing leadership, neither of the CEO's attempted to unify the
workforce or encourage positive relationships among their employees; this situation does not foster
effective problem solving environments and stunts overall organizational growth. A disjointed
organization cannot effectively resolve customer complaints, it cannot maintain satisfied and
proactive employees, and it cannot make profitable progress within the industry.
Step 2: Identify the Causes of the Problem
A. The deceptive and

American Airlines Case Study
Introduction
This case study is about competition between American Airlines (AAL) and other airlines, as well as
the way AAL behaved in the face of new entries of low cost carriers (LLC) at AAL's Dallas Fort–
Worth (DFW) hub. In this case study, economy of scope produced by a hub, the use of information
technology (IT) as a competitive advantage, and the use of loyalty program are discussed. AAL's use
of predatory pricing to drive out existing competitors, its reputation for predation, and the arguments
from both sides of the antitrust lawsuits are also studied.
Analysis
Background of American Airlines
American Airlines was founded on April 15, 1926, and grew to become the predominant carrier at
the Dallas–Fort Worth (DFW) International ... Show more content on Helpwriting.net ...
AAL considered them a serious threat to its revenues and decided to counteract the competition
through matching prices and increasing capacity (Herb, 2007). Labaton and Zuckerman (1999)
added that the low–cost carriers failed to sustain the operations and eventually moved away, after
which American resumed its prior marketing strategy of reducing the number of flights and raising
its prices to levels comparable to those before the low–fare competition. Over the period 1994–
1999, AAL have higher profit margins on routes without Southwest Airlines or LCC competition, as
it could raise prices slowly without worrying about competitor reactions.
Economies at the hub. Major airlines acquire and maintain large market shares at their hubs even
with higher prices and higher costs than competitors. For example, AAL has a price 31 percent price
premium in DFW, a 70 percent share of the non–stop passengers in DFW, and a higher cost per
available seat–mile (ASM) due to union contracts. However, they achieve economies of scope and
scale that are not captured in the measures of cost per ASM (Edlin, & Farrell, 2002). Economies of
scope come flight sharing from passengers flying to another destination beyond the hub, such as
from Wichita to Dallas then to Miami.
The Wichita–Dallas flight (known as upline) creates additional traffic and profits on AAL's Dallas–
Miami downline route, and as a result, AAL might sell the Wichita–Dallas at very low

United Airlines is the most significant airline in the U.S. It has thousands of daily trips around
America. However, passengers find many issues on their flights at first class. Unfortunately,
complaints against airlines in the U.S. soared 70%. There are many problems happen before and
during flights with passengers, such as poor services for passengers, bad quality of food,
uncomfortable seats, and delay of baggage when the flight arrives.
People in the first class expect a good service with a high quality and quick process because they
pay overmuch money. However, sometimes passengers wait for a long time in waiting area, also the
process of chick in are very slow that makes passengers delay and get into the plane with the
economy passenger at the same time. In addition, the crews work without efficiency with
passengers. Many passengers are upset for not bring what they need quickly. For instant, one of the
passenger had a really strange case with United airline first class from San Francisco to Medford,
when the crew told him the trip is canceled because the crew wanted to take a nap. The crew was
disrespectful with the passengers because passengers were waiting for this flight for a long time in
the waiting area, and the crew should have changed instead of canceling the flight. That means
united airline doesn't care about the passengers. Moreover, there was passenger asked one of the
flight attendants to bring him a cup of water. Then, the flight attendants didn't turn up, when the
passenger asked her where is the water, she said I was busy and there are many passengers that I
should serve them. These are few examples of bad services, and there are many.
One of the most important things in the plane is the foods and drinks. Although the first class ticket
is very expensive, people pay for drinks in the airplane because they are not included in the ticket
cost. The cost of the wines and beers is very expensive. Moreover, People always complain that the
foods are not good that serve in the plane. They said the foods are not tasty, and limited. United only
have two kinds of meals which are meats and chickens. However, there are many people who eat
just vegetables or fishes, so the menu should be

Southwest Airlines Case Study
BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and
Comments. 11th Edition.
Southwest AirlinesSouthwest Airlines employees came together in late January 1995 for their
weekly Tuesday meeting. A main topic of discussion was the competitions between Southwest
airlines and "Continental Lite" and "Shuttle By United". As they were beginning the meeting a staff
member advised the team of two changes "Shuttle By United" made to its service and pricing. First
was the discontinuation of service for the Oakland–Ontario, California market. Second, the one–way
walk–up first class and coach fairs had been increased by $10.00. The focus of that Tuesday meeting
was set aside and the attention focused on what to ... Show more content on Helpwriting.net ...
Finally, Southwest flew only Boeing 737 jets in coach. Due to all of these combined operations,
Southwest's cost per seat was the lowest among major U.S. carriers.
Southwest focused on creative marketing techniques to differentiate itself from other carriers.
Service, convenience and price were represented in the marketing effort.
Southwest was also focused on its people. The relationships with the employees were very important
to Southwest and that is why it was listed as one of the top ten companies to work for.
Southwest achieved record revenue and income levels in 1994 but their net income fell 47 percent.
These results were due to a few factors such as an acquisition, competitors' use of fare sales and the
airline–within–an–airline initiatives launched by Continental and United.
RecommendationsAfter all of these facts about Southwest Airlines and the airline industry in
general I came to an answer about how Southwest should respond to the changes of United Airlines.
I believe Southwest should continue with its present price and service strategy. I do not believe any
changes should be made. Southwest will continue to achieve revenue do to its low prices and its
excellent customer service.
Southwest Airlines should continue to service its local customers on non–stop flights. When I fly
short distances there are three main things that I look for in a flight: cheap, non–stop and friendly
employees. Southwest Airline

Royal Brunei Airline Case Study
Survival is vital and it is one of the most important business entities. The airline industry affected
with the global economic downturn and the increased level of competition. Bresnen and Fowler
(1994) stated that in order to survive, the organizations particularly airline industry need to design
and consider fundamental changes in terms of organizational change and management practices. The
changes made could be through developing strategies of restructuring and downsizing of the
organization as a measure to cope with unfavorable business conditions such as financial crisis.
Large organization like airline industry, often undergo restructuring and downsizing to secure
survival through reduction of staffs to minimize overhead cost. It ... Show more content on
Helpwriting.net ...
During the announcement, he clarified that process of restructuring the organization is the first step
towards developing stronger foundation allowing the airline to improve its value of the organization
among customers, employees and society (Too, 2011).
One of the decisions made in the retrenchment scheme was to encourage early retirement of its
employees. The early retirement provided with compensation package was a voluntary option for its
employees who were willing to go for early retirement; the employees were not being forced to do
so. From 207 employees who were given option for early retirement only 103 employees
volunteered to undertake early retirement scheme provided that they received $200,000
compensation if the employees earn $3,000 monthly together with the incentives provided (Hana,

History
Southwest Airlines has been a model of admiration for the airline industry and businesses from
around the world combined. Southwest Airlines is a rag to riches story that has had to fight for
everything it has become. Before Southwest was able to take on its first passengers, they had to fight
competitors in the court system for nearly three and a half years.
In 1966, Fortune Magazine states, "A San Antonio lawyer, Herb Kelleher, founded Southwest with
one of his clients (now a Board member) over drinks at a local bar." Southwest was started in a bar
on a cocktail napkin. Fortune Magazine quoted Mr. Kelleher, "it was at the St. Anthony's Club in
San Antonio, Texas that Rollin King came to me with the idea of starting a low–fare ... Show more
Southwest Airlines is characterized as a C–corporation with duration distinguished as a normal
perpetual existence. The shareholders are not normally liable for debts of the corporation and they
preserve an operation that is normally more structured, requiring more meetings and (in some states)
more reporting requirements. Management is very centralized through the board of directors
(elected by the shareholders) and the officers (elected by the directors). The corporation is taxable
entity, although the income which would normally be taxed at the corporate level can normally be
paid out in salaries (and in other deductible ways) so that there is in fact no tax at the corporate
level. As far as transferability of interest, it is normally fully transferable and raising capital is in the
choice of public companies. Southwest Airlines values employees, initiating the first profit–sharing
plan in the U.S. airline industry in 1974 and offered it ever since. "In 2000, Southwest offered its
employees a record–setting $138M in profit sharing. This tax–deferred compensation represented an
additional 14.1 percent of each employee's annual salary. The current mission statement of
Southwest Airlines does not satisfactorily address each component of the Evaluation Matrix of
Mission Statements and therefore should be revised. I have revised the mission statement and
believe the revision below better addresses each given

Government Bailout for Corporate Failures Essay
Gup (2003) brings out that financial trouble is a periodical concern that occurs to banks, industrial
companies and other organizations. Gup begins his article by reviewing the history and importance
of government bailouts for corporate failures. In his article on "What Does Too Big to Fail Mean?"
he uses rhetoric questions in order to engage the readers in his analysis of government bailouts. For
instance, he poses the question, "what should governments and government regulators do about it?"
(Gup, 2003, p. 29). 'It' in this case referred to the periodical financial troubles of the above
mentioned institutions. By using the question, Gup engages the reader in trying to think about what
the government can do in cases where businesses face ... Show more content on Helpwriting.net ...
This organization was meant to deal with the widespread business failures, unemployment and
municipalities in financial distress. The RFC was however terminated in 1957 (Gup, 2003).
Gup presents a second option which governments can adopt in response to business failures by
exploring extents to whicht governments can move to protect companies from their competitors. He
gives the example of how in 2002 George W. Bush imposed tariffs on imported steel so as to protect
selected ailing steel companies from foreign competition. Gup highlights the opinions of others who
claimed that the move by the former US President was not an action taken in national interest but
was aimed at gaining West Virginia and Pennsylvania votes (Gup, 2003). Here Gup uses a skeptical
statement and attempts to make the reader aware that government action can be intended for
political gain instead of the goodwill of the nation.
Gup also uses approaches aimed at narrowing down the scope of his article. He presents aspects of
the wider topic about government bailouts and states that his article would not be reviewing those
aspects. Gup in his beginning chapters warns the reader that there are also cases where there is the
intervention of international bodies such as the International Monetary Fund, such as when the US
Treasury and IMF aided Brazil, Mexico, Korea, Brazil, Argentina and other

Case Study : South West Airlines
Introduction
This case study on South West Airlines portrays how the company operates differently compared to
the other companies within the U.S.A aviation industry. Southwest airline has indulged in activities
that can only be. The strategies or tactics used by Southwest airline have challenged the big
companies and enveloped on their market share. It is evident that Southwest airline has decided to
try a different approach and models that have worked to their advantage (Gittell (2003), p.17). For
instance, the company has deliberately foregone the commonly used 'hub and spoke' model and
instead adopted the 'point to point' model. More importantly, the company deliberately aims in
attracting commuters from other forms of transport such as road and railway, seeing them major
competitors as well.
Analyzing service delivery process in Southwest Airline Southwest airline from their inception itself
under the leadership of Herb Kelleher has employed a scheme of survival tactics to thrive within the
industry. Since 1967, the company has employed different strategies in order to compete with other
companies. The service delivery of Southwest airline is much different from other companies
(Ziegenfuss (2002), p. 46).
For instance, the company has been keen on attracting commuters using other transport means such
as trains and buses. As a result, the company offers bulk of its services to passengers commuting
over short distances. The company monopolizes itself on short flights of

Case Study Of Singapore Airlines
Local Case Study
–Executive Summary
This report provides a brief introduction of the employment conditions in the Singapore Airlines. It
begins with an overview of the company's profile. The report proceeds to elaborate on the pros and
cons of working as a flight attendant. Data were shown to access and analyze the turnover rate and
salary range of the different ranking flight stewardess.
(To be continue and amended when the whole report is completed.)
–Profile of Company
Singapore Airlines (SIA) is the national carrier with long haul flights flying over 60 cities, 30
countries and 6 continents. (1) Its subsidiaries partner such as Silk air, Scoot and Tiger Air, covers
other short haul flight in the region of Asia. They are presently valued at S$23.5 billion as a group.
For the past 9 months (2), they have made revenue of S$4 billion, henceforth, has became the
wealthiest organization in Singapore. Beside the achievement of SIA, it's also renowned for the
trademark of the Flight Stewardess (aka Singapore Girl) dressed in the Sarong Kebaya uniform. The
distinctive uniform is a one of its kind among the airlines industry. The Kebaya colours represent the
ranking of the stewardess namely, flight stewardess in blue, leading stewardess in ... Show more
Initial positions is below the market average thus we urged Singapore Airline to adopt our
recommendation of either increasing the salary by $36.52 to be on par as the market average so that
they doesn't lag behind, and an even better way is to increase even higher so as to stay competitive
and above the market average in terms of pay figures when comparing with their

Unlike many other airline services, Southwest Airlines has a very relaxed unintimidating
environment, where the pilot, flight attendants, and customers can all feel a sense of belonging and
acceptance. According to Fox Business, Southwest Airlines has an organizational culture that runs
on "emotional intelligence and humor" (Southwest Airlines: What a Meaningful Company Culture
Looks Like). Southwest's CEO Gary Kelly also considered Southwest to be an "outstanding,
passionate, caring Customer Service combined with an efficient, simple, low–fare Customer
experience provided with high reliability and operating expertise." (Southwest Airlines: In a
Different World).
Southwest Airlines employees have a very significant role in the organizational culture. In fact,
employees are valued so highly that they even took part in the design of their own new uniforms. As
most companies hire outside designers to create uniforms for the company, Southwest decided to
select members within their own community. "Joan Mast, A flight attendant who took part in the
uniform design, called it an unforgettable experience" (Southwest Airlines: A Case Study in
Employee Engagement).
The culture has contributed to Southwest's success because they have designed a service that is
quick, easy, positive, and straightforward. Those qualities typically do well in the American business
world because in American culture, we value those qualities. We are on the move, and like to get
things done
Russell
and

Southwest Airlines (SWA) as described in the above section was an impressive organization with a
long history of success; however, SWA's performance had slipped over time as the company had not
earned a "Triple Crown" since 1996. The case study, "Southwest Airlines in Baltimore," offered a
detailed look at the Baltimore Washington International Airport (BWI) in an effort to analyze
challenges facing SWA in maintaining their core strategies and their continued dominance of the
airline industry. BWI played an important role in the SWA system as it was one of SWA's eight
"mega–stations", categorized because it offered more than 100 flight departures per day. It was also
the central hub for SWA on the East Coast and had seen an explosion of growth in both total
passengers and percentage of those passengers connecting through BWI in the past few years. BWI's
operational performance consistently lagged SWA's system–wide average, continued to deteriorate,
and with continued growth planned was a major concern throughout the organization. With the
planned growth projected by management, BWI's gates would reach capacity limits later in 2001
and BWI's bag sorting area had already reached its capacity (Oliva & Gittell, 2002). BWI was
planning to renovate Concourses A and B to provide more gates for SWA; however, SWA also took
action and assigned Matt Hafner, a seasoned station manager, to attempt to elevate the operational
performance of BWI. Our group was tasked with analyzing

American Airlines Case Study
The aim of this case study is to examine value pricing as exercised by American Airlines (AA) in
1992. The analysis will include discussion of decisions made by the company leadership, the impact
of the strategy to simplify airfares, and recommendations for alternative approaches that could have
provided better outcomes.
American Airlines
McDowell (1992) reports that AA was the nation's biggest carrier in 1992. The Chairman at the time
adopted a strategy that he hoped would address the operating losses that the company was exposed
to. The plan was to simplify fare structures into four main classes and stimulate increased demand
by the consumer. The initiative was called Value Pricing and eliminated the majority of AA's price
discrimination practices into a simplified four–category system. The price simplification was
warmly received by travel agents and heralded an industry response that eliminated 85% of fare
variance.
Under the leadership of the chairman of the time, AA had introduced several successful initiatives
(Maxon, 2015), including:
The AA frequent flier program
A revenue management system that was industry–leading
Employed the B–scale salary structure for new pilots
Doubled growth between 1984 and 1990
Added hubs across the country
Expanded into California by purchasing Air–Cal
The net result was a seven year period of profit, amounting to $2.4 billion in net income. It was
expected that Value Pricing would be as successful, propelling American to new heights and market
domination; but that was not the case.
Airline Industry Costs
Morrison and Winston (1996) claims that airline deregulation, coupled with the economic volatility
brought about by the Gulf War saw the airline industry incur chaotic costs and suffer massive losses.
It is speculated that this economic contraction, plus the increased, unexpected demand for air travel,
may have been the impetus for the fare wars that ensued. Figure 1 below illustrates the quarterly
airline industry cost increases, and it can be clearly seen that costs fluctuated between a twelve year
high and a comparatively significant low in the time–span of a couple of quarters. Also, as a result
of the increased demand for air travel, smaller airlines

A. Situation Analysis a. Explain a brief history of the organization and past successes/failures. –
Southwest airlines began in 1971 using a strategy unlike any other airline at the time. Starting out in
Texas, with only three planes, they flew between the Texas cities of Houston, Dallas, and San
Antonio (Coulter, pg 250). Their primary goal was to get their passengers to their destinations, on
time, at the lowest possible fares, and to provide a fun atmosphere for their customers. They focused
on providing short–haul routes with fares that were competitive with driving. Today, Southwest
serves 101 destinations across the United States, as well as eight additional countries, and operates
more than 3,900 flights a day. (Southwest , 2017) They have achieved a record 44 consecutive years
of annual profitability, while staying true to their goal of providing the highest level of customer
service at the lowest fare. In 2016 they ranked number 1 in customer satisfaction according to
statistics listed by the Department of Transportation, with and average passenger airfare of $149.09
one way trip. (Southwest , 2017) – However, despite their continued success, they have not gone
without challenges and failures. In 2008, they faced serious allegations regarding plane
maintenance. Two FFA officials reported that they had found issues with Southwest's planes and that
the company had failed to required inspections. b. Who are the primary competitors? – Southwest's
primary competitors are JetBlue and Spirit Airlines. These two airlines, like Southwest, focus on
innovation and low airfare costs. Among the largest airlines are American, Delta, and United.
However, these mainline carriers are far from posing any major threat to Southwest. (Coulter, pg
253) c. What core competencies and competitive advantages exist? – Some of the core competencies
and competitive advantages that exist in the Southwest organization are the low–fare and high
customer satisfaction ratings. The American Customer Satisfaction Index has rated Southwest first
among airlines for highest customer service satisfaction for over 17 years. In 2011, the Department
of Transportation rated Southwest highest among all major airlines in terms of the lowest

Bus 644 Complete Week 6 / Final Paper and Dqs
BUS 644 Complete Week 6 / Final Paper and DQs
Purchase here
http://chosecourses.com/BUS%20644/bus–644–complete–week–6–final–paper–and–dqs
Description
BUS 644 Week 6 Final Paper
Focus of the Final Paper
Read the "Space Age Furniture Company" case study in Chapter 9 of your text. Answer the
following questions: and include any MRP calculations.
1. What options are open to Coral to address this problem?
2. How would reducing the minimum quantity of subassemblies help?
3. What are the costs of carrying excess items in inventory at each stage?
4. What is the trade–off between overtime costs and inventory costs?
5. Which type(s) of production processing – job shop, batch, repetitive, or ... Show more content on
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Guidelines for Writing the Final Paper
Readdress the concept and the experience with critical thought. That is, what is your response to the
content, either positive or negative, and then defend your position. If multiple
options/alternatives/positions are present and are being rejected you must also defend the reasons for
rejecting an option.
BUS 644 Week 6 DQ 1
Just–in–Time (JIT) Inventories. Choose companies or industries for which JIT would be totally

inappropriate? Explain your reasoning with examples in 200–250 words.
BUS 644 Week 6 DQ 2
Scheduling Procedures. Categorize different scheduling procedures for various types of service
operations, such as restaurants, hospitals, and airlines. Your initial post should include explanations
and examples and be 200–250 words.
BUS 644 Complete Week 6 / Final Paper and DQs
Purchase here
http://chosecourses.com/BUS%20644/bus–644–complete–week–6–final–paper–and–dqs
Description
BUS 644 Week 6 Final Paper
Focus of the Final Paper
Read the "Space Age Furniture Company" case study in Chapter 9 of your text. Answer the
following questions: and include any MRP calculations.
1. What options are open to Coral to address this problem?
2. How would reducing the minimum quantity of subassemblies help?
3. What are the costs of carrying excess items in inventory at each stage?
4. What is the trade–off between overtime costs

Case Study Of American Airlines
Introduction Being the world's largest airlines regarding revenue and fleet size, American Airlines
operates extensive networks both the local and international. The company has its headquarters
based in Fort Worth, Texas. United Airlines is the biggest airline in the United States by some
destinations served. American Airlines becomes the second largest Airline regarding the number of
destinations served. It has a vast area of operation, operating from its main hub at Fort Worth to
Washington D.C. other hubs of operation are at, Los Angeles, Charlotte, Chicago–O' Hare, Miami,
New York–JFK, York–LaGuardia, Philadelphia, and Phoenix (McNally et al, 2013). The main
maintenance base for the American Airlines is at Tulsa International Airport. Environmental forces
that created the opportunity Many environmental factors created opportunities for American
Airlines, Inc. the first factor is increasing travel in general. Despite the many airlines that existed ...
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The first lesson that can be learned from the case study is that an organization should train its
employees. Training of employees helps the company to have a competitive advantage over other
businesses. The employees are competent and are advanced in technology. Another lesson from the
case study is a corporation should not focus only on the results. They should concentrate on the
quality of work instead of focus on the results. When people focus on the quality of work, they will
produce efficient work. When people focus on the results only, they work just to finish the work but
do not focus on the quality of the work. Individuals in an organization should concentrate on the
quality of the work instead of an emphasis on the end results. The final lesson is that technology is
important for an organization. A well–advanced company regarding technology has an added
advantage over the other businesses that are far behind regarding

| SOUTHWEST AIRLINES, INC | CASE STUDY ANALYSIS | COMPARING PAST WITH
PRESENT | | 12/14/2010 |
STRATEGIC MANAGEMENT (Section F)
Course Instructor: Mr. AbdulQadir Molvi
Submitted by
(Alph. Order): NUTS AND BOLTS
Abdul Basit Malik (9045)
Hafsa Saleem (8828)
Maaz Ismail (7192)
Muhammad Faizan Ali (7126)
Muhammad Hassan (8780)
Saba Muhammad Arif (9313)
Sana Tawfik (8609)
LETTER OF ACKNOWLEDGEMENT
Our instructor MR. ABDUL QADIR MOLVI assigned a report of STRATEGIC MANAGEMENT
on SOUTHWEST AIRLINES. We have tried to prepare this report in such a way that fulfils the
essence of this course.
We wish to extend deepest gratitude to Allah the most Gracious and the most Merciful, Who made
this study possible and ... Show more content on Helpwriting.net ...
He proposed this idea to Kelleher. King convinced that local air travel needs in Texas were not too
complicated and the time required to drive to airports, parks, and take off was too lengthy.
Business concept
Rollin's BUSINESS CONCEPT for the airline was:
ATTRACT passengers by flying convenient schedules, getting passengers to their destination on
time at the lowest possible fares, making sure they had a good experience.
Strategic intent
King's intent was: * Meet the needs of travelers going between Dallas, San Antonio and Houston *
Make fares competitive with travel by automobile
He further concluded that a new airline was feasible. As a result, Kelleher agreed to handle the
necessary legal work and also to invest $10,000 of his own funds.
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."
To their Employees
"Committed to provide the Employees a stable work environment with equal opportunity for
learning and personal growth. Creativity and innovation are encouraged for improving the
effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern,
respect, and caring attitude within the organization

The Success Of Southwest Airline Company Essay
This week's case study is regarding the success of Southwest Airline Company. It was interesting to
read and see the success of Southwest uncovered. Reading these case studies it brings a different
approach to management. With this case, it shows how we have to be brave enough to step out of
the normal and go with our passion and calling in life. Herbert Kelleher was not your typical CEO.
It was fun, outgoing, witty and goofy.
1.
a. Airline customers are segmented in different groups: airlines must use the following criteria in
order to target their specific customers: identifiability, size, accessibility, growth potential, and
absence of vulnerability to competition:
i. Visit friends traveler ii. Independent traveler iii. Senior Traveler iv. Business
b. Southwest would try to market to all of them. However, would not appeal to the bigger business
owners. I would assume your higher companies they would want prefer first class with extended
options.
2. The decision to increase expansion on long hauls I think was a great idea. It not only open the
door to become profitable but also help keep their customers happy. Not everyone needed to fly
short distance. The only drawback I see is that the flights are uncomfortable and no food after five
hours can cause passengers to get cranky. However, if it is at half the price than you know what you
are signing up for.
3. In spite of Southwest, employees being in a union it works for their company. They work with
their

Case Study On Singapore Airlines
1. INTRODUCTION
The project requires the student to carry out a research, analysis and discussion on how a Singapore
listed company can access to the country's financial system and how it benefits the company in
achieving its business objective. The research will cover the various types of financial services
offered by financial intermediaries whom the corporation can access to.
Singapore Financial System is one of the world's largest financial systems. According to Mishkin
(2009), Financial System refers to a system that consists of the markets and institutional units that
interact for the purpose to provide facilities such as payment and transfer systems and organizing the
funds for investment from saved surplus funds to units who have shortage ... Show more content on
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And as discussed above, their major clients are people who came from different country and which
mean that SIA is also receiving foreign currencies from their customers. This shows that sometimes
they might experience surplus and also deficit in this area based on the fluctuations in SGD. Foreign
currency transactions are converted into SGD at exchange rates, which follow bank rates prevailing
at dates of transactions. This year they lose $15.3 million because of the effect of the exchange rate
changes.
As can be seen in Singapore Airline Cash Flow Statement, the net cash of SIA operating activities is
a surplus as there is an increase from year 2013/14 to year 2012/13. Even tough their profits before
taxation is decreasing compare to the previous year but they also collect quite a lot from short–term
investment, profits from associated companies and impairment from trade debtors.
As a surplus unit, Singapore Airline has increased their net cash used in investing and financing
activities. Stated in the cash flow, SIA purchase intangible assets, making new long–term
investment, and also receiving interest from deposits and investments. This year 2013/2014, they
making a lot if

Case Study Of Mega Melayu
In today's world, the present of an increasing in competition between organizations could affect the
structure within the organizations itself, as they feel the need to be responsive to their competitor's
threat (Finn & Lev–Ram 2009). We will further discuss between two airline organizations, which
known as Mega Melayu and Air Semenyih; both provide carrier/ freight services within nations.
There is also a government involvement to seek for a betterment in the nation's freight services.
Since there is a present of competition within the market, hence, it is important to take a proper
approach. The main key issues that can be found in this case study is an inefficient system within
organizations. The factor that leads to the insufficient system ... Show more content on
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Further explanation, Alex Thomson objective is to stay monopolize the market, so he set a target and
force his employees to meet his demand. Human resource management is an important step they
should concern, because the employees that they hired will determine the flow of function in the
company, between who can do work and the other way around. Recruitment, selection, retention and
development are the four steps in human resource management (HRM) that we can evaluate from
Mega Melayu cases. Recruitment is the way on how managers want to attract people to their
company, this is where a certain criteria are listed down. The next step is the selection by filtering
the candidate that can meet the best need for the company. Alex Thompson has abused his power for
his best interest, thus not many employees are willing enough to stay in his company. This is where
retention takes part in making sure the employees stay with the company. Managers not only have to
deal with retention alone, but also to continuously develop their employees, which could increase
their skills and at the same time increases the performance and image of the

This Case Study Analysis will attempt to take an objective look at the key issues and underlying
implications of Southwest Airlines with respect to its impact on the airline industry. It will offer
meaningful recommendations and plans for implementation.
This will be done by looking at Southwest's pricing strategies, costs, and competition and putting it
in context with the industry as a whole.
History, Development, and Growth
Southwest, founded by Rollin King and Herb Kelleher, began as a small Texan airline almost 35
years ago and has grown to become one of the largest airlines in America. It was created on the
following premise: "If you get your passengers to their destinations when they want to get there, on
time, at the lowest ... Show more content on Helpwriting.net ...
The other airlines are trying to sell these luxuries in their marketing to maintain a competitive edge.
Another weakness of southwest Airlines is their use of only the Boeing 737 airplane. Limiting itself
to one type of aircraft leaves them without the flexibility they might require in the event that type of
plane receives a bad reputation of a critical flaw is found. It would cost the company a fortune to
find replacement aircrafts.
Southwest was slow in catching up with the other airlines in the amount of time customers would
have to queue up in the gate area while waiting for boarding passes. In 2003, the company made
efforts to improve in those areas where this weakness was found.
External Environment (Opportunities and Threats)
Because Southwest is so effectively able to differentiate itself from its competitors based on price,
others may want to duplicate the airline's efforts. With Southwest's limited range, larger carriers
could effectively emulate Southwest's low–cost strategy and encroach upon Southwest's share of the
market, since they already serve a wider community. It might then be possible for them to outdo
Southwest Airlines.
An effective strategy Southwest could adapt to inflict damage to its competitors is to further slash its
already low prices. This "squeezing" would be particularly effective because most of the airlines are
already at or have filed for bankruptcy.

Case Study : Europa Airlines ( Ea ) Case Study
S00705994
MGT701 – Managing Processes and Projects
Assignment 2: Europa Airlines (EA) Case Study
Report by Mehdi Benallou
To the attention of Mr. Desmond Kapofu
Table of Contents
I. Executive Summary
II. Situation overview
Mistakes made
What could have been done?
III. Different improvement approaches
Total Quality Management (TQM)
Total Productive Maintenance (TPM)
Business Process Re–engineering
IV. Different improvement techniques
Quality Function Development (QFD)
Statistical process control (SPC)
Failure Mode and Effects Analysis (FMEA)
V. Conclusion
VI. References
I. Executive Summary
EA should focus on adopting a TQM approach, using tools that will both leverage capabilities at the
individual level, as well as collective – with OFE and the rest of the supply chain – by using tools
such as SPC and FMEA to develop a long fructuous relationship with OFE and the other partners,
that shall be based on empirical thinking and continuous improvement while developing people's
capabilities though programmes aiming to help them have a better understanding of these tools and

their benefits.
II. Situation overview
Mistakes made
Europa Airlines' (EA) situation with the faulty ovens is a rather complex issue. Having failed to
assess the lack of spare ovens as a risk to eliminate, EA has had to rewire the faulty ovens – instead
of momentarily using spare ones – and issue vouchers, spending a total of £127,000.
Even though

Case Study Of United Airlines And Continental Airlines
United Airlines and Continental Airlines, two major airlines companies, agreed to a merger that
would create the world's largest airline. Such important deal has a lot of problems to be dealt with,
from technical, for example how to put the companies databases together, to more fundamental, like
how the company should be ruled. The three major challenges that arose after the merger were the
following: firstly, the companies needed to integrate their flight information systems. Secondly, they
needed to integrate their passenger information systems. Finally, there was a need to reconcile both
airlines speedup–slowdown algorithms. The integration of flight information system was needed so
that the information about flight of previously separate ... Show more content on Helpwriting.net ...
He invented Generic Competitive Strategies that are vital to compete in any industry. His strategies
are: cost leadership strategy, differentiation and focus, which is divided into cost focus and
differentiation focus. If one company is to follow the cost leadership strategy, it should try to
increase its profits by reducing costs and charging average prices. The differentiation strategy is an
opposite way – the company that follows this strategy often has higher prices for its services, but it
is different and more attractive than its competitors. Focus strategy means that the company that
follows it concentrates on some niche market. The division of focus strategy means that one
companies can try to be successful in cost leadership, while focusing on a niche market and other
companies will follow differentiation strategy. Michael Porter also invented competitive forces
model. This model allows us to understand why, for example, the airlines industry is the least
profitable one. It has an easy market entry, so there are a lot of different companies, and customer
has to choose one, but it is difficult for him to differentiate between different companies, so the
customers just chooses what is the most convenient for him at the current moment of time. There is
an intense competition because of

1. According to the authors of the case study, some of the market conditions of the U.S. airline
industry in the early 1990s were triggered by the Airline Deregulation Act of
1978. In essence, "deregulation created greater competition and growth opportunities... laws
restricting the airline industry loosened in the spirit of greater competition." (Marketing
Management, page 15). The impact of deregulation became evident in several areas: Removing
regulatory price controls was followed by lower average prices, a substantial increase in price
variation, and efforts to soften price competition through differentiation and increases in brand
loyalty. Therefore, one can surmise that the marketing–mix or the four Ps of marketing (product,
price, ... Show more content on Helpwriting.net ...
The Triple Crown consists of being the best in on time performance, baggage handling and customer
satisfaction. This is an amazing feat considering "no other airline had ever won the 'triple crown' for
even a single month." (Southwest Airlines Case Study, page 473) Again, Southwest has been able to
match or exceed customer expectations on all of these facets.
Within any industry, companies seek to gain a competitive advantage that allows them to outperform
competition and achieve strong profitability. In this regard, the company utilizes a younger fleet of
Boeing 737 planes (average age of 7.6 years), which means less maintenance problems, fewer
delays and higher customer service. In addition, the case pointed out that Southwest relies on direct
ticket booking, cutting out the travel agent, therefore saving cost. Moreover, being a "low–fare, low–
frill" carrier also meant not having full food service on their flights, leading to a faster turnaround
time (15–20 minute turnaround compared to industry average of 55 minutes) and no assigned seats
to load the plane faster. Lastly, Southwest didn't fly into major hub airports, which translated to
lower gate costs and less congestion. (Southwest Airlines Case Study, page 474)
Michael Porter's Generic Strategies (Marketing Management, page 54) will help paint a picture of
the passenger airline industry and Southwest's

South West Airlines Case Study
Manohar Gadiraju
Overview Southwest Airlines has been a cost leader in the airline industry with continuous growth
and profits for the past 35 years. It has been the fourth largest domestic carrier with low priced
routes and a no frills policy – free of in–flight meals and baggage transfers. The low cost fares,
almost comparable to automobile transportation costs, have created both an unprecedented growth
and new markets for this airline. Southwest was able to achieve this cost leadership by sticking to its
strategy of exclusively selecting point–to–point high consumer demand routes as opposed to a
traditional hub–and–spoke model of routing used by most large carriers. Also its routes operate ...
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There were strong barriers of entry to the new entrants. Except for JetBlue most other new entrants
that started after 2000 failed.
3. The major suppliers for airlines are jet fuel and aircraft frames. Southwest and others face
declining margins with increasing jet fuel prices. Southwest aggressively hedges on fuel prices and
has profited in billions with this strategy due to the continuous increase in fuel prices. The second
major supplier dependency for Southwest is aircrafts by Boeing. This is because Southwest only
uses 737s which created a strong dependency between the two companies.
4. The threat of Substitute products was high since the airline industry competes with other choices
of transportation – automobile, bus and train. Specifically for Southwest's short haul point–to–point
routes, travel by car or bus was a viable alternative due to the convenience of highways. Increased
security wait times at the airports also contributed to the increase in the overall air travel time, thus
making the ground travel a competitive substitute.
5. The bargaining power of consumers has been significantly high after the economic recession of
2000 and 9/11 terrorist attacks. The advent of online reservation systems offered by all the carriers,
and the availability of websites that offered comparative shopping tools has increased the consumer
choices. Finally, a large number of unused seats in

Case Study : American Airlines Group
Comprehensive Case Study Analysis: American Airlines Group
Company Overview
Company's History In 1926, a young aviator named Charles A. Lindbergh took a single bag of mail
from Chicago to St. Louis. Later that same day, Charles and two other pilots came back from St.
Louis to Chicago with three plane loads of mail. This was the start of their contract to do airmail. In
1929, the consolidation of a bunch of smaller airmail pilots started and by 1930 they were known as
American Airways, Inc. In 1934, American Airways Inc. became American Airlines, Inc. In 2013,
the merger between U.S Airways and American Airlines Inc. became American Airlines Group.
American Airlines is headquartered in Fort Worth, Texas near the Dallas/Fort Worth International
Airport. American Airlines operating hubs include O 'Hare International Airport in Chicago,
Dallas/Fort Worth, Los Angeles, Charlotte, Phoenix, Miami, Philadelphia, Washington, D.C. and
John F. Kennedy International Airport in New York. American Airlines aligns their product strategy
with market demand. American Airlines strives to stay competitive in the respective market by
providing an extensive global network; collaborating with Oneworld Alliance; offering exceptional
inflight amenities and highly personalized services. Some of the exceptional inflight offerings
include inflight Wi–Fi, Entertainment on Demand, Premium Cabin Entertainment, upgraded
amenity kits, slippers, and lighter weight duvets.

Utility Concerns In Choosing A Case Analysis Essay
Applications: Utility Concerns in Choosing an Assessment Method
Randy May works for a small airline based on Nantucket Island, Massachusetts. He recently won
two million in the New England Lottery and decided to invest his winnings, ultimately, in a chain of
ice cream shops in the Cape Cod area to gain potential future earnings. Figuring he had enough
money to open up ice cream shops in both islands of Nantucket and Martha's Vineyard, as well as
two shops in Falmouth and Buzzards Bay, he signed a contract with a local builder and began
construction of the shops. After beginning the process of construction, he was faced with the next
task of hiring employees to staff the four ice cream shops. Throughout his calculations, he estimated
... Show more content on Helpwriting.net ...
In this particular case, Randy will need to assign the correct numbers to the correct category. For the
purposes of this case study, assume T will equal 1 to make the equation represent one year of
employment in one of the ice cream shops. For following variables, Nn will equal 50 as there will be
50 applicants total selected to be hired, rxy will represent .30 in one equation representing the
interview and job performance and in the other equation, it will represent .50 which will represent
the work sample predictor and job performance, SDy will be chosen to represent .20, Ẑs will be .80
because it will be the predictor score of the selected applicants, Na will represent 100, as that is the
total number of applicants that submitted applications, and Cy will represent the cost per applicant
in the interview and job performance in one equation as 100 and it will represent 150 in the other
equation for work sample and job

United Airlines, established in 1934, is an air transportation company with operations in North and
Latin America, Europe, the Middle East, and the Asia–Pacific with headquarters in Chicago, Illinois.
As an airline company, one of the primary functions of United Airlines is the air transportation of
not only passengers but also cargo to and from numerous different locations. However, United
Airlines also has functions in selling fuel, as well as in services related to catering, ground handling,
and maintenance (Airlines, 2017). United Airlines' ground handling services are substantial enough
that in 2015, United Airlines established United Ground Express to supplement their customer
service and cargo operations at airports across the United States. In total, United Airlines and United
Ground Express manage approximately 5,000 flights per day to 362 different airports worldwide
(United Airlines, 2015).
In April 2017, United Airlines suffered a major crisis after a social media video went viral, which
showed a passenger by the name of Dr. David Dao being forcibly removed from Flight 3411. There
was one major warning sign that preceded this crisis, which occurred in March, just two weeks
before Dr. Dao's forced removal. During this issue, United Airlines prevented two girls from
boarding a flight because the leggings they were wearing violated the company's dress code,
resulting in accusations of sexism (Victor & Stevens, 2017). This event highlighted a substantial
flaw

Case Study: Southwest Airlines
XIV. Case Studies
Southwest Airlines
"Our goal is to have the cloud seamless and transparent – so our customers, employees and IT team
don't have to care about the technology underlying delivery of the service."
Introduction
After achieving 39 consecutive years of profitability, Dallas, Texas–based Southwest Airlines has
become the United States' largest domestic air carrier in terms of originating passengers boarded.
Southwest's 37,000 employees worldwide serve 73 cities in 38 states and fly more than 3,200 flights
daily. According to Alexa, which provides traffic data, global rankings and other information on 30
million websites, Southwest.com is the world's largest airline website by number of visitors.
As always, Southwest continues to differentiate itself from other low fare carriers with a reliable
product and legendary customer service. As Bob Young, Vice President ... Show more content on
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This reduced time to provision servers from six days to one hour.
Performance and Reliability for Business Critical Applications
Southwest uses tools like Pivotal GemFire to run critical applications such as Exchange, SAP, SQL
Server and Southwest's online portal, which accounts for more than 80% of total business.
New Social Media Channels
Pivotal enabled Southwest to roll out popular social media channels, which see millions of visits per
month.
"People absorb their information from online sources," says Linda Rutherford, Vice President of
Communications and Strategic Outreach, Southwest Airlines. "Our new environment enabled an
aggressive social media strategy."
Indian Railways
"Because the online system for reserved tickets was so slow, during peak times, people used to have
to go to stations, wait in long lines and book tickets at railway counters. But now, more bookings are
being done on the Internet than in person and there are hardly any lines at the counters."

The airline company of Southwest Airlines was founded in 1971 by Rollin King and Herb Kelleher.
Southwest Airlines originally started by just servicing the Dallas, Houston, and San Antonio areas in
Texas. Some things that Southwest became known for right off the bat were a frequent miles
program, which allowed the traveler to bank traveler air miles to be latterly used credit for a free
ticket or even some reduced airfare. Southwest also was ranked number one in its customer service
for the fourth consecutive year in a row in 1984. Two years later, Southwest took over Transtar
Airlines and also took over Morris Air in 1994. Some of the airlines that were around when
Southwest started were Braniff, Aloha Airlines, United Airlines, Trans–Texas, and Continental
Airlines. Some of these airline companies started legal action and began and began a long three year
battle to try and keep Southwest Airlines on the ground. However, the U.S. Supreme Court declined
the case on December 7, 1970. What was interesting about this certain event, is that a children's
book, called Gumwrappers and Goggles by Winifred Barnum in 1983, was made from it. The
children's book was later turned into a stage musical called Show Your Spirit, which was sponsored
by Southwest Airlines. Southwest Airlines got a lot of it's corporate culture from the founder, Herb
Kelleher, extensively studying the California–based Pacific Southwest Airlines.
Southwest again found it's way to another legal controversy

Introduction
In Southwest 47th year of service, this Dallas–based airline company continues to distinguish itself
from other airlines with model customer service provided by the hands of numerous employees to
millions of its passengers. Southwest is well on its way to becoming the nation's largest airlines and
maintains one of the top ranking airlines based on the U.S. Department of Transportation's.
Although, with this being said is true that a company main purpose is to make a profit. Southwest
Airlines has a winning formula for making a profitable business and maintaining happy customers.
With this being said is it more important to make money or build the customer base.
History
Originally the company name was Air Southwest Company, which started on March 15, 1967, by
Rollin King and Herb Kelleher. "They began with one simple notion: If you get your passengers to
their destinations when they want to get there, on time, at the lowest possible fares, and make darn
sure they have a good time doing it, people will fly your airline" ( Southwest Airlines, 2017). King
and Kelleher's also had other intentions, for instance, to fly within the state of Texas without being
required to pay federal regulations while undercutting its competitors' prices. The airline would find
themselves in litigation for the next 4 to 5 years until they were able to prove their cases merit which
was finalized in1970 by the Supreme Court. Consequently, after winning their case on March 29,
1971,

A Case Study of Virgin Airlines
A case study of Virgin Airlines Introduction Internationalization of the business nowadays
apparently became a trend for the organizations to expand their market position and gain the
competitive advantage among their contemporaries. The extent and nature of business activities are
almost as diverse and comprehensive as the totality of the social and economic interest of a man.
Various business activities acknowledged the opportunities that the internationalization may deliver.
Through their ability and capacity to expand their business operations, internationalization is highly
possible. For most of the time, the high degree of the competition under the umbrella of an industry
and the number of competitors that are engaged in the ... Show more content on Helpwriting.net ...
· In what ways do the local market knowledge affects the business operations of VAA? · What are
the key drivers of local market knowledge in determining the success of VAA? Research Aim and
Objectives The main aim of the study is to investigate the importance of the local market knowledge
towards the success of the Virgin Airlines. The local market knowledge is very broad which can
definitely affect the current and even the future performance of an organization. In order to facilitate
the investigation of the study there are objectives that needs to be considered. First is to determine
the factors that need to be considered that are related in recognizing the components of local market
knowledge. Second is to assess the applicability of the local market knowledge in the VAA
strategies and business operations. Third is to measure the extent of applying the local market
knowledge towards the VAA business performance. And fourth is to recognize the impact of the
local market knowledge in formulating the desirable business operations. These objectives are used
as the guidelines in the study in order to answer what was the paper needed. Significance of the
Study The significance of the study is not only to simply consider the importance of the local market
knowledge and its

Aviation Centered Spatial Development And The Regional...
LITERATURE REVIEW
The literature in this field centers on on the different land–use theories that would be applicable to
aviation – centered spatial development. The early theorictial concepts of airport development
focused on the regional development of the Central Business District (CBDs) where airports were
often located on the outlining areas of cities. Land–use around airports was not viewed as an integral
component in the economic vitality of urban planning. Early land – use theories included:
Concentric Zone Theory – Burgess (1925) which stated that cities grew outwards from the centre in
a series of rings; the Sector Model – Hoyt (1939) which detailed that city growth sectors radiated
out from the CBD along transport routes; and Multiple Nuclei Theory – Harris and Ullman (1945)
which expounded that as an urban area grows, it develops around a number of different business
centres or nuclei. Each nucleus acts as a growth point to which growth occurs outwards from each
nucleus, until they all merge into one large urban area.
The most influential land – use theory for airport–centered spatial development was that of the
Single Nulcei Theory. This theory, although similar to that of Multiple Nuclei Theory, instead of
sprouting from several economic catalysts, had one primary catalyst serve as the central source of
outward growth for the larger outlining or urban area. All these theories served as precursors for my
research, as the airport city and aerotropolis

Case Study Of Southwest Airlines
 Economic crisis:
Economic turbulences can cause an airline business to deteriorate or even get closed. In case of
financial crisis in the world, airlines are borne to losses like any other business. Economic cycles
such as Boom, recession, depression and recovery can determine which business an airline is
leading. Aviation industry contributes to the GDP of any country, so when a country is a boom state
the airline is making more revenues and raising GDP. Airlines also face the biggest threat when an
economic crisis occurs. One of the most apparent actions during an economic crisis is layoff of
employees to reduce the airline's labor costs. During any economic crisis the demand for air
transport reduces causing airlines to lose millions ... Show more content on Helpwriting.net ...
Financial stability is possibly one of the biggest threats that can affect an airline in the long term.
Although Aviation industry in general affected by external factors that would make it impossible for
airline companies to main stability, some companies succeeded in their strategy and managed to
avoid being in trouble. A case study about Southwest Airlines demonstrates the company's strategy
to keep the on–going successful operation in the mist of difficult times. Stability can make an airline
in control of its destiny and they are able to make calculated decision and adjust their policies to
enhance the business operation. Southwest Airlines developed a successful low cost model that
proven that airlines can withstand any financial trouble. The airline strategy was purchasing a fleet
of Boeing 737, a fuel efficient aircrafts and in the same time this meant that their staff wouldn't
require additional training, because they own the same type of aircraft omitting staff training from
their balance sheet. Also, being a low cost carrier meant that the airline wouldn't sell food on board
of the aircraft as well as having only economy class seats in all their fleets, maximizing the number
of passengers they're carrying on single flight. In addition, the ticket price is essentially very cheap
and they serve only short–haul destinations "point to

Singapore Airlines, Case Study

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