Southwest Airlines : Strategic Analysis

2245 WordsOct 5, 20149 Pages
Abstract This case analysis is an overview of Southwest Airlines which will explore its history in brief and timeline. Southwest Airlines is currently a major airline in the United States domestic market, looking for growth and expansion opportunities. The focus of this paper is to review many aspects of strategic analysis that have an impact on Southwest Airlines; utilizing the SWOT, PESTEL, Porter’s Five Forces and Business Model Strategies methods of analysis. Lastly a recommendation will be presented for the firm on for the problem statement of expansion. Keywords: Southwest Airlines, airlines, Kelleher, King, Kelly Southwest Airlines Gary Kelly, the current Chief Executive Officer (CEO) of Southwest Airlines stated “Our people are our single greatest strength and most enduring long term competitive advantage”; Kelly is also the Chairman of the Board and President (Southwest Airlines, 2014b, page 1). This statement direct reflects the mission statement of Southwest Airlines and the history of the firm. Founded nearly 40 years ago, Rollin King and Herb Kelleher decided to start a different kind of airline that would not only get people where they wanted to go on time, but would be a fun experience too. Southwest Airlines was co-founded by Herb Kelleher who had a vision to create an airline that removed none needed services and used smaller airports in order to provide a low cost service (fare) to flyers. He is known for his leadership style and remained the CEO of
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