Essay About Frills Strategy And Company Background Of Southwest Airlines

Stratetic Management
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Executive Summary
In this paper, the company background of Southwest Airlines is introduced, ranging
from its strengths to weaknesses. The paper also highlighted Southwest Airlines
strategy in terms of its strengths, weaknesses and key policies and operating
practices underlying Southwest Airlines efforts to implement and execute its lowcost/
no frills strategy.
Next, the culture of Southwest Airlines is presented detailing the characteristics of
Southwest Airlines culture, importance of culture, Southwest Airlines efforts in
nurturing its culture and problems arising in sustaining the culture due to leadership
change.
After which, the paper also critically evaluates Southwest Airlines implementation
and execution strategy and the drawbacks of the implementation strategy. Some
recommendations for the entity were also indicated.
Lastly, this paper concluded on the note that it is of utmost importance that SWA
constantly reengineer its strategy to prosper and remain competitive. Else, it risks
losing its market shares in todays competitive and volatile airline industry,
threatened by rising fuel costs and terrorist attacks.
Table of Content
3 Key policies and operating practices of Southwest Airlines strategy .. 6
1 Introduction
1.1 The Research Problem
The purpose of this report is to enable reader to have better understanding on:
* Strengths and weaknesses of Southwest Airlines strategy,
* Southwest Airlines culture and
* Weaknesses in the strategy execution.
1.2 The Limitation of the Report
Our research project presentation is limited due to word limit constraint. Therefore,
we limit the report to specific areas, which were considered of high importance. In
addition, working within a tight schedule is the greatest challenge for completing this
report. Other challenges include sourcing for relevant research material and using
the appropriate material to present the analyses and discussion.
1.3 The Sources of Information Collection
Research materials are gathered from Tampines Regional Library, Woodlands
Regional Library, Jurong East Regional Library