Southwest Airline SWOT Analysis. Company Overview, SWOT, Recommendation Published by : SlideGen

2. Company Overview
Founded In March 9, 1967
Provides scheduled air transportation
Serves approximately 100 destinations in over 40 states
Operates a total of approximately 704 Boeing 737 aircraft
180 weekday departures to over 50 nonstop destinations

3. Mission
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.

4. Vision
Southwest Airlines’ vision for a sustainable future is one where there will be a balance in
our business model between Employees and community, the environment, and our financial
viability. In order to protect our world for future generations and uphold our commitments
to our Employees, Customers, and other Stakeholders, we will strive to lead our industry in
innovative efficiency that conserves natural resources, maintains a creative and
innovative workforce, and gives back to the communities in which we live and work.

5. Internal Analysis-Strengths
More departures than any other US airlines
High capacity usage (few unfilled seats)
Dominates the short haul segment of the airline industry
Is one of the most profitable airlines, while many other airlines are unprofitable
Low-cost, efficient operations equates to low fares/great value
 SWA has only one basic type of aircraft/reduces training times

6. Internal Analysis-Weakness
• Few morning flights offered
• No flights to international destinations
• Dependent on a single type of aircraft - the Boeing 737
• Most employees belong to a union
• Only one class of seating is offered - coach
• Booking flights is not available except directly through Southwest Airlines
• It does not offer frills such as airport lounges, videos on board, etc.
• Can only carry a small amount of cargo and freight.

7. External Analysis –Opportunity
• Growth of Hispanic population and the elderly generation - potential markets
• Overall air travel is predicted to increase pretty rapidly this decade
• International markets are not yet served by Southwest
• New technology - opportunities for new services and products
• Better use of the Internet for marketing, ticketing, etc.
• Longer flights are a growing market
• New plane technology, such as the Dreamliner, will increase air travel

8.  Fuel price increases could reduce air travel
 Decline of leisure travel due to terrorism and/or a depressed economy
 New government regulations could make air travel more costly
 Cost will likely rise since there is not many more areas for cost-cutting
 High-speed rail could someday hurt short and medium length air travel
 Increased competition would likely hurt industry profitability
External Analysis –Threats

9. STRATEGIC RECOMMENDATIONS
 Bags Fly Free‛ program
 Operating larger aircraft can be more profitable
 operating the aircraft efficiently.
 Continue to cut costs and minimize commitments
 Providing best Service than competitors

10. Questions……..????