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Southwest Airlines Corporation

Question 1 : What is Southwest’s strategy? What is the basis on which Southwest builds its competitive advantage?

One of the goals of the company is to achieve its goals which can be seen through the Vision. Southwest’s Vision “ To become the World’s Most Loved, Most Flown, and Most Profitable Airline” can be achieved by planning good strategy. Strategy is also needed in order to achieve Southwest’s goals and purpose, which is “To connect People to what’s important in their lives through friendly, reliable, and low-cost air travel”. The main strategy of Southwest is the capability of the company to manage and take advantage of its competitive advantage.

Major competitive advantage of Southwest Corporation is its people, just like current CEO Gary Kelly said on company’s official website : “Our people are our single greatest strength and most enduring long-term competitive advantage”.

Additionally, Southwestt keep developing its sustainable competitive advantage by using Generic Competitive Advantage. It was the advanced of Michael Porter’s Five Force Analysis Model consist of Low Cost or Differentiation.

a) The Low Cost Strategy or Cost Leadership

Southwest used tight cost control and cost minimization by keeping their cost of goods sold low but not as an exchange of satisfaction of the customer. They maintained low cost operation by doing several following things in the right way, effectively and efficiently:

1. Southwest had no assigned seats

2. It paid its crews by trip and used less congested airports ( use Baltimore instead of Washington’s Dulles or Reagan)

3. In 2004, Southwest hedged about 85% of its fuel and oil needs and as a result saved about $455 million.

4. Southwest pilot did not belong to a National Union. Therefore they’re not limited by...

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