Strategic Choice Plan

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Southwest Airline Strategic Choice
University of Phoenix
January 26, 2011

Southwest Airline Strategic Choice
Southwest Airline is one of the most successful airlines. Southwest Airline success is because the airline stays on track with the company’s mission. The mission of Southwest Airlines is dedication to the highest quality of customer service delivered while keeping cost low. Since September 11, 2001 many airlines have struggle to survive. The airlines again are struggling because of the low economy. Southwest Airlines shows the example on how combining different strategies a company can because successful. Value Discipline

Southwest Airlines set bar for other airlines after September 11, 2001 terrorist attack on the New York Trade Centers. As many airlines went into bankruptcy. Southwest airlines continued to have success. Part of Southwest Airlines success is because of the value discipline to observe operational efficiency and keep cost as low as possible. Southwest Airline became known for its low cost solution in its industry. Southwest Airlines changed people views on traveling by air in the United States. Each department followed the airline’s objective making the airline the top airline in the industry. Southwest Airline took the philosophy to sell a product, the product has to be the right price, place, and timing. Operational efficiency of Southwest Airlines built on the key points: Price (low ticket rates every day). Location (smaller airports: Dallas Love Field, Houston Hobby, Chicago Midway, Oakland, Providence, Baltimore and Manchester). People (Dedicated employees, reasonable wages, voted the best organization to work for). And Frequency (lots of daily flights, convenience for business customers). Generic Strategies

In order for Southwest Airline to seek a competitive advantage in the airline industry, the airline has to look at the three generic competitive...
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