Strategic Management of Southwest Airlines Co.

Paper Summary:

This paper discusses the history and growth of Southwest Airlines Co. (SWA). Specifically, the paper discusses the strategic management of the company and its business plan. The paper provides both an internal and external analysis summary, discussing all aspects of the management, marketing and administration of this growing and profitable company.

Table of Contents:
Introduction
Current Mission, Goals and Strategy
Internal Analysis
Management
Marketing
Finance
Product
Internal Analysis Summary
External Analysis
Competitive
Economic
Target
Government
External Analysis Summary
Appendix

From the Paper:

"The most important macro economical factor that affects SWA is the rise of energy costs. This leads to extra costs, reflected in the fare prices. Other cost increases have a similar effect: increases in aviation insurance costs or the new federal ticket tax (introduced with the support of big carriers). Another economical problem worth looking into is the downsizing trend of the aviation industry. This puts pressure on the company stuck between the necessity of cutting costs and the traditional commitment to employees, to good and bad."

Sample of Sources Used:

• Freiberg Kevin, and Freiberg Jackie , Nuts!: Southwest Airlines' Crazy Recipe for Business and Personal Success, US: Texere Publishing, 2001
• Gittell J.H., The Southwest Airlines Way: Using the Power of Relationships to Achieve High Performance, New York: McGraw-Hill, 2004
• Regional Airline Association site, 2006, www.raa.org
• Shah, Amit J., Sterrett, Charles R., and Anderson William L. (2004), Southwest Airlines Co., Rpt. in David, Fred, Strategic Management: Concepts and Cases, London: Prentice Hall, 2000

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