Strategic M

Case 13: Southwest Airlines in 2010: Culture, Value and Operating Practices

Discussion Questions

Q1. Which one of the five generic competitive strategies most closely approximates the competitive approach that Southwest is employing?

Ans) Out of the five generic competitive strategies the one that closely approximates the competitive approach that Southwest are employing are

Firstly Muse raised $7 million in new capital to purchase planes and equipment and provide cash for start up. Boeing agreed to supply three new 737s from its inventory. He was able to recruits a senior staff that included a number of veteran staff that included a number of veteran executives from other carriers.

Southwest decided to have its flight hostess dresses in colorful hot pants and white knee- high boots with high heels. Recruiting ads were headlined for Southwest’s first group. In which 2000 applicants responded, and those selected for interviews were asked to come dressed in hot pants to show off their legs- the company wanted to hire long- legged beauties with sparkling personalities.

More than 30 of Southwest’s first graduating class of 40 flights attendant’s consisted of young woman who were cheer leaders and majorettes in high school and thus had experience performing in front of people while skimpily dressed.

Q2. What are the key policies, practices, business principles, and procedures that underlie how Southwest management has implemented and executed the company’s strategy?

Ans) The Southwest airline introduced some low fare tickets and introduced some new planes so that they can increase the passenger capacity.

Q3 What are the key elements of Southwest’s culture? Is Southwest a strong culture company?

Ans) The key elements were

* Employees were full aware that the airlines existence was on the line

* Lamer Muse resigned in 1978 and they had to find someone else to takeover from him who was Howard Putnam

* Then Putnam resigned in 1981...