Southwest Airlines

Purpose, Vision, Values, and Mission

Damini
Patel
 Background

The mission of Southwest Airlines

is dedication to the highest quality of customer service
delivered with a sense of warmth, friendliness,
individual pride, and company spirit.

HQ: 2702 Love Field Dr Dallas, TX 75235

 History of Southwest Airlines
Founded by Rollin King and Herb Kelleher and began on June 18, 1971,
servicing Dallas, Houston, and San Antonio.
1980s, Southwest Airlines was the first to offer the frequent miles program.
1984, 4th consecutive year Southwest Airlines was ranked number one in
customer service.
1987, Southwest Airlines took over TransStar Airlines and in 1994 they took
over Morris Air.
1995, Southwest Airlines became the 5th largest air carrier in the US.
Herb Kelleher
Founder/Former CEO of Southwest
Airlines

Fun Fact: Herbs favorite whiskey is

called, Wild Turkey and is often used as
some kind of interview question
 Key Personnel
Gary C. Kelly - Chairman of the Board, President & Chief Executive Officer

Robert E. Jordan - Executive Vice President and Chief Commercial Officer

 Key Personnel

Jeff Lamb - Executive Vice President of Corporate Services

Tom Nealon - Executive Vice President, Strategy and Innovation

 Key Personnel

Tammy Romo - Executive Vice President and Chief Financial Officer

Micheal Van De Ven - Executive Vice President and Chief Operating Officer
 Annual Report & Financial Data

Annual Report for Southwest Airlines: http://

investors.southwest.com/~/media/Files/S/Southwest-
IR/documents/company-reports-ar/ar-2015.pdf

Financial Data for Southwest Airlines: http://

investors.southwest.com/financials/financial-statements/
quarterly-financial-statements
2016 Financial Statistics
 Recent News-2016

Heres Why Southwest and JetBlue Were Having

Booking Problems - Fortune, October 17, 2016

Southwest Flight Goes Pink for Breast Cancer

Survivor - NBC 5 Dallas-Forth Worth, October 19, 2016
 Category-Airlines

Product Category: The specific generic to which a good

or s service belongs.
Size of Category: 2,000 Airlines
History of Aviation: The Airline Industry began in 1903.
Tony Jannus was the United States first to conduct a
scheduled commercial airline on January 1, 1914.
Competition
 Regional Factors
Southwest Airlines services to 98 destinations in the United States and seven additional countries
Specific locations being:
Aruba
Belize
Cabo San Lucas/Los Cabos
Cancun
Cuba
, Liberia, Costa Rica
Mexico City
Montego Bay
Nassau, Bahamas
Puerto Vallarta
Punta Cana
San Jose, Costa Rica
 Method of Distribution

Online (Reservation booking and Rapid Rewards)

Mail Order (Mailing customers Rapid Rewards points,

and applying for Southwest Airlines Credit Card)
Trends of Airlines
 Boeing 737 MAX Aircraft

Scheduled to start taking delivery in 2017

More fuel-efficient
Will require less maintenance
Domestic Market Share
 Awareness and Attitude

Southwest Airlines is committed to conservation and

environmental impacts.
Fuel Conservation and Emissions Reduction
Recycling and Waste Reduction/Evolve program
Employee Involvement and Community Outreach
Awareness and
Attitude

Southwest Airlines is
committed to conservation
and environmental impacts.
Fuel Conservation and
Emissions Reduction
Recycling and Waste
Reduction/Evolve program
Employee Involvement and
Community Outreach
 Rapid Rewards Program

Southwest Airlines won for the 2nd year in a row

awards for Best Customer Service and Best Loyalty
Credit Card for the Rapid Rewards.
Special Offers
 Special Offers/Incentives

Drink Coupons
Reasonable Airfare Ticket Price
Seasonal Promotions
Companion Pass
Southwest Credit Card
Top Ten Airports by Departures

http://swamedia.com/channels/Corporate-Fact-Sheet/pages/
corporate-fact-sheet
Organization Setup
Facebook
Twitter
Instagram
 Uniqueness/Favorability

Southwest Airlines has a very unique work culture that

appeals to a lot of candidates. They value their
relationships and continue to grow and strive in their
success as they lead against many of their competitors.
 Survey

Surveyed 5 respondents
Question 1: Have you flown Southwest Airlines?
Question 2: Which airline do you prefer to fly?
Question 3: Is Southwest Airlines customer service
appealing to you?
 Survey Cont..

Question 1: 5/5 said they have flown Southwest

Airlines
Question 2: 4/5 said they prefer to fly Southwest
Airlines
Question 3: 5/5 said that Southwest Airlines customer
service is friendly and very helpful
 Strengths

More departures than any other US airline

Diverse, upper management; very well run business

Considered the best low cost carrier in recent years.

High capacity usage (few unfilled seats)

Dominates the short haul segment of the airline industry

Is one of the most profitable airlines, while many other airlines are unprofitable

Maintains very good relationships with its unions

Management has a history of making successful acquisitions

Low-cost, efficient operations equates to low fares/great value

 Recommendations
Southwest Airlines is doing a phenomenal job in
becoming and remaining one of the best airline travel
options for consumers. My only recommendation
would be to focus on strengthening its competitive
position by completing an acquisition of a top
competitor in the international market within three to
five years. In addition, the company must continue to
revise strategies as applicable given the acquisition and
international growth.
 Citations
http://swamedia.com
https://www.southwest.com/html/about-southwest/index.html?int=
http://investors.southwest.com
http://www.investopedia.com/articles/markets/072215/southwest-airlines-business-model-could-
soon-be-industry-standard.asp
http://www.investopedia.com/articles/investing/061015/how-southwest-different-other-
airlines.asp
http://fortune.com/2015/09/23/southwest-airlines-business-travel/
http://www.forbes.com/sites/greatspeculations/2015/09/25/southwest-airlines-will-focus-on-
expanding-its-international-operations-in-2016/#3dc39bd5581f
http://www.nasdaq.com/article/will-international-expansion-be-a-big-part-of-southwests-future-
growth-strategy-cm686269