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Southwest Airlines Case Study

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STRATEGIC MANAGEMENT (MGT431)
GUIDELINES FOR THE WRITTEN STANDARDIZED CASE ANALYSIS

Overview and Background

The introduction of your paper should acquaint the reader with the company being analyzed and demonstrate your ability to succinctly describe the company from a historical perspective. Take this opportunity to highlight key factors and past strategies, which have led the company to its present position. It is important for you to understand precisely, why the company has been successful (or unsuccessful) in the past. Taking time to articulate this may suggest distinctive competencies that you might otherwise overlook when writing the following sections.

Conclude the “Overview and Background” of your paper by clearly identifying the key issues, and/or problems facing management at the close of the case. After reading and analyzing a case, the reader is generally left with a feel for some major issues with which will determine the future success of the firm. State these issues as succinctly as possible as they will likely be developed in much greater detail later in the case analysis.

Company Mission

This section of your paper should clearly state the company mission as you see it at the end of the case. Remember, a company mission delineates the primary purpose of the firm (its reason for existence) and must, at a minimum, describe:

* The products or services of the firm

* The primary markets to be served

* The means by which the company intends to grow in the future

Be sure that your company mission is a working document rather than a public relations statement; e.g.:

Holiday Inns’ Mission Statement*

Holiday Inns, Inc. is a diversified international corporation providing services in the lodging, food service, entertainment, and transportation industries. Hotel operations consist of both company-managed and…...

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