Accounting for Financial Decisions BA812
Professor Wayne Drake May 20, 1998
Gillian Ainsworth Jennifer Goidell Christine Ledoux Tarak Modi Gerald Owens Robin Walters
Southwest Airlines: Twenty-Six Years of “LUV”
Twenty-six years ago, Rollin W. King scribbled three lines on a cocktail napkin, leaned across the table, and muttered to his longtime friend: “Herb, lets start our own airline”. Herbert D. Kelleher loosened his tie and knitted his brow before replying: “Rollin, you’ crazy.” He then paused, grinned, and added, re “Lets do it!” 1They founded Air Southwest Company in 1967. The company incorporated as Southwest Airlines in Texas, and commenced customer service on June 18, 1971. They began with three Boeing 737 aircraft serving three Texas cities – Dallas, Houston, and San Antonio. Today, Southwest Airlines operates more than 243 Boeing aircraft and provides service to more than 50 airports located in 49 cities in more than 24 states. Southwest Airlines offers approximately 2200 low fare, short-to-medium range flights throughout the United States.2 Their stock-exchange symbol “LUV” symbolizes their home at Dallas Love Field, as well as the theme of their customer relationships. Today, Southwest is the nation’ low fare, high customer satisfaction airline. Southwest has literally s written the book on low fares. The airline has never pretended to be anything more than a bus service. With an average flight distance of 425 miles, Southwest Airlines’ most significant competitor is ground transportation. No matter how long the flight is Southwest offers only a single class, open seating, and no meals. Southwest Airlines also maintains high frequency of flights and quick ground turnaround, yielding approximately 20 minutes ground time between flights.3 By maintaining this consistency, they have been able to drive cost-cutting efforts and provide superior service. Southwest flies from smaller, lower traffic... [continues]
Cite This Essay
(2011, 02). A Financial Analysis of Southwest Airlines Co. StudyMode.com. Retrieved 02, 2011, from http://www.studymode.com/essays/A-Financial-Analysis-Of-Southwest-Airlines-586148.html
"A Financial Analysis of Southwest Airlines Co" StudyMode.com. 02 2011. 02 2011 <http://www.studymode.com/essays/A-Financial-Analysis-Of-Southwest-Airlines-586148.html>.
"A Financial Analysis of Southwest Airlines Co." StudyMode.com. 02, 2011. Accessed 02, 2011. http://www.studymode.com/essays/A-Financial-Analysis-Of-Southwest-Airlines-586148.html.