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Southwest Airline
Southwest Airlines in 2010 : Culture, Values, and Operating Practices

Corporate Business Strategy Group Assignment

Domeniko Wikarda | Endah Widiastuti | Haris Suhendra | Marisa Karsen | Pramita Wardani
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Table of Contents:
 The Journey of Southwest Airlines  Business Strategic Analysis  Recommendations

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The Journey of Southwest Airlines in 2010 :

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Southwest Airlines Is a low-cost/lowfare airline. • Their concept is attract passengers by flying convenient schedules, get passengers to their destination on time, make sure they have a good experience, and charge fares competitive with travel by automobile. • Target market : Business Travelers and Price-sensitive leisure travelers

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Southwest Airlines Leadership
1981| Herb Kelleher • Principal : Employee comes first • Becoming the market share leader In domestic air travel

2001-2008| Colleen Barret • Principal : to ensure the employee felt good on what they’re doing and felt empowered • The first women appointed as a CEO

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1996 | Rollin King • Starting a lowcost/low fare airlines

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2001-2001| James Parker • Personality : Honest, straight-arrow

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1971| Lamar Muse • Personality : Aggressive, selfconfident airline veteran • He recruit talented senior staff that included a number of veteran executives from other carriers

Strategy : • Attractive stewardess • Free Alcoholic beverages during daytime flights • Attractive marketing campaign • In Operational, 25 minutes average turnaround time • Focus on business travelers and price sensitive leisure travelers

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Key Success Factor of Garry C. Kelly leaderships :
• • • • • • • • • Hire great people and treat them like family Care for the customers warmly Keep fares and operating cost lower than competitor Prepared for bad times with strong financial strategy Be the best place to work Be the safest and more efficient airline Offer customers a convenient flight schedule Give the best over all travel
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