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Southwest Strategic Audit

In: Business and Management

Submitted By hemipowered22z
Words 3700
Pages 15
Southwest Strategically

Robert E. Woodward

Embry Riddle Aeronautical University

Abstract

The following document will discuss and analyze how Southwest Airlines has become an industry leader in the air carrier business. How has Southwest Airlines adapted after the attacks on the Twin Towers of New York and the Pentagon on September 11, 2001. Where is the company headed in the future? Recommendations after a SWOT analysis will be made on how Southwest could remain one of the dominant leaders in the airline business.

Southwest Airlines Corporate Stategy

I. INTRODUCTION

A. Executive Summary

1. Summary statement of the problem: Where did Southwest Airlines begin and how do they stay competitive in the air carrier industry since the attacks on America the morning of September 11, 2001.

2. Summary statement of the recommended solution: Southwest can stay competitive by reshaping its rewards program and trying to increase its customer loyalty.

B. The Situation
Southwest Airlines began business in 1971 offering flights between Houston, Dallas and San Antonio Texas. Now Southwest Airlines operates in more than 35 states. It offers shorter flights than other air carriers; that average less than 1.7 hours. Most of Southwest’s flights are non-stop. Southwest Airlines customer focused attitude helps them to become the leader in US flights, according to the bureau of transportation statistics (docstoc).

On September 11, 2001, terrorist attacks shut down the U.S. airline industry. The Federal Aviation Administration (FAA) suspended all commercial flights within hours after the attacks on the World Trade Center’s Twin Towers and the Pentagon and, although some flights resumed three days later on September 14, the industry still had not recovered nine months later. Continuing concerns about the safety of flying, a weaker than expected economic

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