Case Analysis of Southwest Airlines
I .Time Context
-1971 its first flights
-2008 lowering of fares and increase in passenger traffic wherever the carrier serves.
II. Viewpoint
The purpose of this study aims to analyze some aspects in term of marketing, finance, operation, human resource and culture.
III. Statement of Problem 1. At general, we can see if SWA did not have an issue on their overall performance, in financial, marketing, and operation side. 2. But, in this case problems, started on March, 2008, shortly after the reports in media surfaced about SWA not meeting inspections deadlines, SWA cancelled 4% of its flights and grounded 44 of its Boeing 737-300s until it verified that the aircraft had undergone required inspections. 3. Issues of on customer service as the on-time arrivals and other metrics are certain to deteriorate. 4. Decreasing % of schedule flights arriving within 15 minutes of schedule time. In 2007 for SWA is 80.7% in quarter I-2008 become 78.5% 5. Involuntary denied boarding per 10,000 passengers due to oversold flights. In 2007 for SWA is 1.25% increase to 1.68% in quarter I-2008. 6. Increasing complaint per 100,000 passengers boarded. In 2007 for SWA is only 0.19% in quarter I-2008 increasing to 0,32%

IV. Alternative Course of Action Strengths * Best low-fare carrier by standard of fleet * Flexible even though unionized - can still negotiate flexible work hours * Maximizes use of Internet for booking * Great staff relationships - looks after its staff Top class service | Weaknesses * Conservative growth tactics - also strength! * Flexible even though unionized - can still negotiate flexible work hours * Being copied by other airlines * Limited to 60 plus cities * Operates mainly its own booking service | Opportunities * Expansion to other cities * International flights *