Swa in 2008

Southwest Airlines in 2008:

Culture, Values and Operating Practices

MGT 450: Strategic Planning for Organizations

December 18, 2011

Southwest Airlines made its first voyage back in 1971 with service based in the cities of Dallas, Houston and San Antonio. Thirty-eight years later, Southwest Airlines has more than 3300 flights a day and serves 72 cities in 37 states. In 2008, more people were flying Southwest Airlines than any other U.S. airline, and Southwest had an enviable distinction of being the only major US air carrier that was consistently profitable. It has the lowest operating cost structure in the domestic airline industry and consistently offers the lowest and simplest fares. The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and Company Spirit, (www.southwest.com). Southwest Airlines has demonstrated a variety of strengths in its 38 year presence. Recent economic events have also caused a renewed focus on the company’s weaknesses. Aside from its weaknesses, Southwest Airlines has also been keeping track of opportunities that currently exist in the market. Like all other companies, however, they still have some ground to make up when analyzing possible threats to its business.

A major strength of Southwest Airlines is the brand recognition that its name carries. Most Americans have heard of Southwest Airlines and have possibly even seen the TV commercials associated with the airline. The Southwest Airlines’ website (www.southwest.com) reveals an expansive look at a company dedicated to customer service.

Southwest attracts its customers through low fares, frequent flights to multiple destinations, convenient scheduling, fewer delays, and excellent customer service. Southwest has been able to offer the lowest and simplest fares consistently because of its lowest operating cost structure in the domestic airline industry. They use a...