Mgt599 Mod 1 Case (Southwest Airlines)

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Running Head: Strategic Management Process/Vision, Goals, Objectives

TUI University
Module 1: Case Assignment
MGT599: Strategic Management
Dr. Janice Johnson
25 August 2012

Executive Summary
Southwest Airlines provides short haul, high frequency, point-to-point, low-fare services to and from 76 destinations in 38 states and the District of Columbia. The company is known for its low-cost fares and superior customer service in the airline industry. The company was started in 1971 with a motto still lived by today, "If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline." Being one among the leading airlines in the industry, Southwest airline has to communicate with its stake holders through the use of vision, mission, values and goals either through the use of formal statements or coordinated informal proclamations. This provides an understanding about the airline's stakeholder concern.


The strategic management process is defined as “the organization’s strategy by which managers make a choice of a set of strategies for the organization that will enable it to achieve better performance. Strategic management is a continuous process that appraises the business and industries in which the organization is involved; appraises its competitors; and fixes goals to meet all the present and future competitor’s and then reassesses each strategy.” (, 2012). This paper will provide an in-depth review of Southwest Airlines mission, vision, values, and goals and critically evaluate these elements to determine if they account for the stakeholder’s interest. This will also include suggestions that would strengthen each of these elements.

Mission, Vision, Values and Goals of Southwest Airline

The mission of Southwest Airlines is dedication to the highest quality of...
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