caso southwest
El caso Southwest ilustra que el factor humano puede ser un elemento de diferenciación para conseguir ventajas competitivas duraderas. El objetivo que se pretende con este caso es que el alumno identifique la relación entre gestión de personas, estrategia y ventaja competitiva.
La mayoría de los directivos no saben cómo hacerlo.
- Ann Rhoades, vice president of people for Southwest Airlines.
- United’s share in this market had fallen from 38 percent in 1991 to 30 percent in 1993.
- Southwest Airlines is an American low fare airline based in Dallas, Texas.
- The largest airline in the United States by number of passengers carried domestically in a year and the third largest airline in the world by number of passengers carried
- Competition: Continental. Imitators: Kiwi and Reno Air.
- New aggressive law meant that passengers flying into Southwest’s central location at Love Field from destinations beyond these four states (Oklahoma, Louisiana, Arkansas and New Mexico), would have to purchase separate tickets for each leg of the trip and could not check baggage through to their final destination.
- The United States’ most successful low-fare, high frequency, point-to-point carrier.
- Known as a “discount airline” since 1973 - offers low fares - No-frills service - Basis for Southwest's popularity and rapid growth
- In 1993 passenger fare $60 for a trip of 500 miles. In 1984 49$ for a trip o 436 miles.
- After Southwest entered the market, dramatically lowered the fares and increased the frequency of flights.
- There is no first- or business class. It also tries to price all fares the same within a state.
- Has never offered meal service con its flights. Meals can add $40 per passenger to the cost of a flight. Southwest are served beverages peanuts and on longer flights, cracker’s or other light snacks such as cookies.
- Southwest also doesn’t assign seat numbers.
- Bags fly free” policy is good marketing
- Southwest’s flights are
La mayoría de los directivos no saben cómo hacerlo.
- Ann Rhoades, vice president of people for Southwest Airlines.
- United’s share in this market had fallen from 38 percent in 1991 to 30 percent in 1993.
- Southwest Airlines is an American low fare airline based in Dallas, Texas.
- The largest airline in the United States by number of passengers carried domestically in a year and the third largest airline in the world by number of passengers carried
- Competition: Continental. Imitators: Kiwi and Reno Air.
- New aggressive law meant that passengers flying into Southwest’s central location at Love Field from destinations beyond these four states (Oklahoma, Louisiana, Arkansas and New Mexico), would have to purchase separate tickets for each leg of the trip and could not check baggage through to their final destination.
- The United States’ most successful low-fare, high frequency, point-to-point carrier.
- Known as a “discount airline” since 1973 - offers low fares - No-frills service - Basis for Southwest's popularity and rapid growth
- In 1993 passenger fare $60 for a trip of 500 miles. In 1984 49$ for a trip o 436 miles.
- After Southwest entered the market, dramatically lowered the fares and increased the frequency of flights.
- There is no first- or business class. It also tries to price all fares the same within a state.
- Has never offered meal service con its flights. Meals can add $40 per passenger to the cost of a flight. Southwest are served beverages peanuts and on longer flights, cracker’s or other light snacks such as cookies.
- Southwest also doesn’t assign seat numbers.
- Bags fly free” policy is good marketing
- Southwest’s flights are