case study

Topics: Airline, Southwest Airlines, Sales Pages: 8 (1524 words) Published: May 9, 2014


Internal Analysis and SWOT Analysis: Southwest Airlines
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Introduction
The internal analysis of a company is an evaluation of those strong points of a company that enables it to have a competitive edge over others in the industry (Helms & Nixon, 2010). Internal analysis is important as it assists the companies to identify their key strengths and hence they use them as a selling point to draw more customers to the company. A look at the Southwest Airlines internal analysis will help to identify the resources that the company can use to draw more customers to the business. These company resources are the facilities possessed by the company and the people working at Southwest Airlines. Facilities

In order to serve the customers better and ensure their comfort and customer delight, the company has different facilities, which give it an edge over the others in the market. Southwest Airlines has a fleet of jets that fly to different destinations, which makes it an airline of choice when one needs to visit different locations. Southwest Airlines has also installed checking machines, which enables individuals to just go through and get checked by the machines instead of checking each individual at a time. This has been very beneficial to the customers as it enables to save time, as the airport workers only focus on checking those who needs special attention. Expansion

Southwest Airlines expanded its business through the purchase of AirTran, where it acquires a fleet of 132 jets. This is a strong selling point for the company as the acquisition of AirTran opened boundaries for the company to serve different locations. In this case customer are always assured of availability of transport, which helps in attaining the highest level of efficiency and customer delight.

Employees
Southwest Airlines has highly trained employees, whose focus is on the benefit of the customer. They offer the best quality of customer care and focus on satisfying the needs of the customers. The customer care officials in the Southwest Airlines are allowed the possibility of bending the rules to ensure customer delight if it is the right thing to do. This is a key selling point for the company as more and more people desire to be treated in a respective manner when going through the airport. SWOT analysis

SWOT analysis is a business instrument used to determine the position of an organization or a commerce firm, through the evaluation of its internal and external environment. SWOT analysis is an essential tool in business as it assists in deeper understanding of the business. According to Coman & Ronen (2009), the team SWOT stands for Strength, Weakness, Opportunity and Threat. This is a business tool, used to analyze the company business, to expose its current position and the possibility of future sustainability. Therefore, the management and stakeholders can track the financial position of an organization and the threats faced by the business, to make resolutions on the necessary measures to take. It is an important management tool, as it is used in decision making, to determine what business plans or marketing plans to implement to deal with the identified threats and weakness, and to maximize on the company strengths and opportunities. Southwest Airlines; SWOT Analysis

Strengths
The strengths of an organization are the advantages that the company holds internally and they assist it in attaining the competitive advantage against other companies (Hosseini-Nasab, Hosseini-Nasab & Milani, 2011). Southwest Airlines has different strengths that enable it to be competitive and to win more customers, while developing loyalty for the existing customers. These strengths include: a. Technological resources

The company has been able to use technology as a strong point to will more and more customers. Through technology, the company has been able to make the checking process...

References: August-Wilhelm Scheer, H. K. (2006). Agility by ARIS: business process management : yearbook business process excellence 2006/2007. Heidelberg: Springer-Verlag.
Coman, A., & Ronen, B. (2009). Focused SWOT: diagnosing critical strengths and weaknesses. International Journal of Production Research. Vol. 47. No. 20. pp. 5677-5689. Business Source Complete, EBSCOhost, viewed 14 October 2011.
Helms, M., & Nixon, J. (2010). Exploring SWOT Analysis-Where Are we Now? A Review of Academic Research From the Last Decade. Journal of Strategy and Management, 3(3):215-251.
Hosseini-Nasab, H., Hosseini-Nasab, A., & Milani, A. (2011). Coping with Imprecision in Strategic Planning: A Case Study Using Fuzzy SWOT Analysis. I-Business. Vol. 3. No.1. pp. 23-29. Business Source Complete, EBSCOhost, viewed 14 October 2011.
Kay, J. (1993). Foundations of Corporate Success: How Business Strategies Add Value. Oxford: Oxford University Press.
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