SOUTHWEST AIRLINES CASE STUDY ASSIGNMENT – SUGGESTED STRUCTURE

Cover page

Contents page

MAIN BODY

INTRODUCTION (150 WORDS)

Purpose of the report

What does Southwest Airlines do?

What is the background to the organisation?

What industry does it operate in?

What are its geographical markets?

What products and services does it offer and what are the market segments?

What are Southwest Airlines’ mission, vision and values?

What generic strategy is it following? (E.g. cost leadership or differentiation?)

Who are the key stakeholders?

These questions are indicative – you don’t need to answer every part in detail or to create sub-headings; just provide a short succinct summary;
Discuss your evaluation of each of the 3-4 options, explaining to what degree they meet the selected criteria. In other words, provide some analytical justification for the rankings you award.

You can choose whatever evaluation model you like. In class we featured several alternative models. If you feel really creative – design your own!

PART SIX – DESCRIPTION OF SELECTED STRATEGY (300 WORDS)

STATE YOUR CHOSEN OPTION

Discuss in more detail the reasons you have selected it. For example:

Make reference back to the evaluation criteria

Is the option still consistent with Southwest Airlines’ generic strategy?

Does Southwest Airlines have the internal capabilities to carry it out effectively? – If so in what ways?

Will it provide sustainable competitive advantage?

Does it allow for adaptability and flexibility?

Will it facilitate long-term growth?

The answers to the above should of course be yes, but you need to discuss the points in support of your choice, in other words – ‘sell’ the idea!

DISCUSS RESOURCES NEEDED FOR IMPLEMENTATION

PHYSICAL

FINANCIAL

HUMAN

INTANGIBLE

PART SEVEN – CONCLUSION (KEEP WORD COUNT BRIEF)

Provide a general summary and then briefly re-visit the issue of Sustainability. What problems will Southwest Airlines have in trying to sustain a