Southwest Airlines Strategic Practices
Southwest Airlines Strategic Practices
Marion L. Boston
MGT 450 Strategic Planning for Organizations
Instructor: Mark Bojeun
April 4, 2011
Introduction
Southwest Airlines’ company strategy consists of competitive moves and business approaches management has developed to attract and please customers, conduct operations, grow the business, and achieve performance objectives (J. Gamble & A. Thompson. 2009. p. 2). In writing to inform the management team of the discussion, we will discuss Southwest’s operating practices, their struggles, cultures and values, and how the airline strategically manages their business to obtain the goals needed to be a successful airline.
History of Southwest From the Love triangle to the largest passenger carried U.S. airline, Southwest Airlines is committed to customer service and safety. Their mission is to govern the way they conduct their business. Southwest highlights their desire is to serve their customers and gives them direction when they have to make service-related decisions. It is another way of saying, “we always try to do the right thing!” The Mission Statement has also led the way to the airline industry’s best cumulative consumer satisfaction record, according to statistics accumulated and published by the U.S. Department of Transportation. Safety is the very foundation of the aviation industry, and it must be Southwest’s number one priority to ensure the personal Safety of each Southwest Airlines Customer and Employee. It is the Culture of Southwest Airlines for Employees to follow The Golden Rule and “do the right thing.” When it comes to Safety, this is all the more important. The commitment is to foster and support a Safety Culture at Southwest Airlines that identifies risks to the operation and workplace and proactively deals with these issues before they become injuries, accidents, or incidents (SouthwestAirlines.com, 2011). Southwest Airlines was conceived in 1966 by Rollin King, a San
Marion L. Boston
MGT 450 Strategic Planning for Organizations
Instructor: Mark Bojeun
April 4, 2011
Introduction
Southwest Airlines’ company strategy consists of competitive moves and business approaches management has developed to attract and please customers, conduct operations, grow the business, and achieve performance objectives (J. Gamble & A. Thompson. 2009. p. 2). In writing to inform the management team of the discussion, we will discuss Southwest’s operating practices, their struggles, cultures and values, and how the airline strategically manages their business to obtain the goals needed to be a successful airline.
History of Southwest From the Love triangle to the largest passenger carried U.S. airline, Southwest Airlines is committed to customer service and safety. Their mission is to govern the way they conduct their business. Southwest highlights their desire is to serve their customers and gives them direction when they have to make service-related decisions. It is another way of saying, “we always try to do the right thing!” The Mission Statement has also led the way to the airline industry’s best cumulative consumer satisfaction record, according to statistics accumulated and published by the U.S. Department of Transportation. Safety is the very foundation of the aviation industry, and it must be Southwest’s number one priority to ensure the personal Safety of each Southwest Airlines Customer and Employee. It is the Culture of Southwest Airlines for Employees to follow The Golden Rule and “do the right thing.” When it comes to Safety, this is all the more important. The commitment is to foster and support a Safety Culture at Southwest Airlines that identifies risks to the operation and workplace and proactively deals with these issues before they become injuries, accidents, or incidents (SouthwestAirlines.com, 2011). Southwest Airlines was conceived in 1966 by Rollin King, a San
References: John E. Gamble and Arthur A. Thompson Jr. 2010. Essentials of Strategic Management: The Quest for Competitive Advantage. McGraw-Hill Higher Education. New York, NY http://www.soopertutorials.com/business/strategic-management/1852-southwest-airlines-swot-analysis.html Compart, Andrew, Southwest, Again. Aviation Week & Space Technology; 9/6/2010, Vol. 172 Issue 33, p39-39, 1p SouthwestAirlines.com. 2011. Southwest Airlines.com, Retrived April 4, 2011. http://www.southwest.com/html/about-southwest/index.html?int=GFOOTER-ABOUT-MISSION Bachman, Justin. Southwest Airlines Moves In on Frontier. BusinessWeek Online; 7/31/2009, p9-9, 1p