Strategic Analysis

Strategic Management

MGT599

Module 1

Strategic Management Process/Vision, Goals, Objectives

Southwest Airlines

FOR Dr. Kenneth J. McGee

From: William E. Lopez-Valentin

Date: April 23, 2012

Trident University

Evaluating the vision, values, mission statement, and goals/objectives of Southwest Airlines

Introduction

In this paper I will evaluate Southwest Airlines within the framework of its Mission, Vision, Values, Goals / Objectives and strategic business. Southwest Airlines was created to address in its birth to three cities in Texas as Air Southwest on March 15, 1967, by Rolling King and Herb Kelleher. According to a commonly cited story, King explained the project to Kelleher over dinner by drawing on a napkin a triangle symbolizing the routes (Dallas, Houston, San Antonio). Southwest Airlines was founded in Texas and started with the Customer Service on 18 June 1971 with three Boeing 737 aircraft serving three Texas cities-Houston, Dallas and San Antonio. Today, Southwest operates 537 Boeing 737 aircraft between 73 cities (Southwest.com).

In the 41 years of its existence Southwest Airline has achieved large profits, while other airlines had virtually gone in bankrupt, which caused complete crews fired a flight crew firing, cutting routes, Southwest continued to grow and acquired more aircraft to travel to other cities and generate more jobs.

Southwest Airlines is considered the largest airline in the U.S. domestic transportation. Southwest Airlines also has strategic alliances with hotels, restaurants and car rental services, which achieve a greater attraction for the client to include packages that produce added value. The table below presents financial values ​​of interest, where you can see an interesting increase in profits in 2010 compared to previous years and a higher stock value.

Sales Utilities %...