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1、1,Southwest Airlines(2009),Outstanding Service at the Lowest Fares,2,Mission Statement(actual),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.Vision Statement(Proposed)At Sou
2、thwest,we strive to be the new generation of flight transportation while providing luxury at a price anyone can afford.,3,Mission Statement(expanded),We are committed to quality service for the everyday person(1).Southwest provides air transportation to cities all around the United States(2,3).We fl
3、y the most luxurious planes on the market with the latest technology money can buy(4).We competitively provide the lowest airfare price in search for the greatest advantage in todays busy world(5).We provide the highest standards of safety for all our customers while still offering a reasonable pric
4、e(6,7).A portion of our proceeds are donated to various charities throughout the United States(8).Since our first flight in 1971,our employees have been the vital asset in making Southwest the most recognized airline today(9).,4,Mission Statement Components,1.Customer2.Product or services3.Markets4.
5、Technology5.Concern for survival,growth,profitability6.Philosophy7.Self-concept8.Concern for public image9.Concern for employees,5,Competitive Profile Matrix,6,EFE Matrix-Opportunities,7,EFE Matrix-Threats,8,Ratios(12/07),9,Ratios(12/07)Continued,10,Ratios(12/07)Continued,11,Ratios(12/07)Continued,1
6、2,Ratios(12/07)Continued,13,Net Worth Analysis(Year-end 2007),14,IFE Matrix-Strengths,15,IFE Matrix-Weaknesses,16,SWOT Analysis-Strengths,17,SWOT Analysis-Weaknesses,18,SWOT STRATEGIES-SO,19,SWOT STRATEGIES-WO,Hire more part time workers(W1,O11).Add new technology to older planes in order to become
7、up-to-date and accommodate the handicapped(W6,O8).With airline companies selling planes SW can purchase models similar to the 737,which could lead to better press if a problem with the 737 arises(W5,O2).Offer in flight meals for those who meet appropriate requirements based on points received from V
8、isa card usage(W11,O6).Install televisions and satellite radio in planes for enhanced customer service(W10,O7).Provide higher quality and luxuries(first class)in some jets for customers willing to pay extra(W8,O9).,20,SWOT STRATEGIES-ST,21,SWOT STRATEGIES-WT,Using the code share with ATA airlines be
9、gin offering flight to select areas outside the US including(Cozumel Mexico,Select Canada locations,Paris,London,etc.)Shorten the flight life span of the B737s in order maintain planes that are consistently up to date with technology.This will allow us to hedge any risk of negative problems arising
10、with the 737s.Maintaining new equipment allows us to easily liquidate the assets when new items are needed to be purchased.Add new cities not flown to by Southwest such as Atlanta,Charlotte,Chicago,and New York,22,SPACE Matrix,23,SPACE Matrix,24,Grand Strategy Matrix,25,IE Matrix,26,QSPM-STRENGTHS,2
11、7,QSPM-WEAKNESSESS,28,QSPM-OPPORTUNITIES,29,QSPM-THREATS,30,RECOMMENDATIONS,The QSPM strategies assessed adding 12 new planes to the fleet or retiring older planes.It is recommended Southwest add 12 new planes at a total cost of$500 million.,31,EPS/EBIT Analysis,$Amount Needed:500MStock Price:$13Tax
12、 Rate:35%Interest Rate:7%#Shares Outstanding:735M,32,Mission/Vision,Give SW Customers the Freedom to FlyLow FaresFrequent FlightsFriendliest Service in the Sky,33,Strategy to Date,Low Cost,Low FareHigh FrequencyNo FrillsAlmost No InterliningNo Hubs,No InternationalPoint-to-Point Short-Haul ServiceRe
13、gional Service HQ in Texas,34,Strategy Success to Date I,Net Income at$499.0 million in 2006Passenger Revenues in 2006 at$9.086 BillionMany years of top airline performance re:on-time;complaints;and lost luggage33 consecutive years of profit through 2006,35,Strategy Success to Date II,Diluted EPS of
14、$.61 in 2006 Rivals Delta&United near BankruptcyOverall SW looks strong in 2007 despite the aftermath of 9/11Long Term Debt at$2.887 billion in 2006,36,Internal Analysis:Strengths,Low CostFast TurnaroundWork Force commitment and flexibilityDifferentiation-not just low cost but better service(on time
15、,no lost luggage,fewer complaints)Leader in Re-engineeringOperational Simplicity,37,Internal Analysis:Weaknesses,Low Economies of Scale(small relative to other majors,short routes)No Hub SystemNo code sharing-can sell only tickets from its own officesNo InterliningNo International Routes,38,Internal
16、 Analysis,FinancialMarketingManagementOperationsInformation Technology,39,External Analysis:Opportunities,Market Expansion:over 100 cities have asked Southwest to offer serviceLonger FlightsInternational Expansion to Canada and Mexico,40,External Analysis:Threats,Weak DemandNew Rail Service(Dallas t
17、o Houston)Increased Competition-if they lose their Love Field RestrictionsIncreased Regulation(noise)Dependence on Domestic Markets,41,External Analysis:Porters 5 Forces,Entry of New Competitors:UnlikelySubstitute Products:High Speed Rail,Video ConferencingCompetition Among Existing Competitors:Stro
18、ngPower of Suppliers:In 2007,Weak for Aircraft but Strong for Fuel SuppliersPower of Customers:Strong,42,External analysis,EconomicsDemographicsEnvironmentalLegal.,43,Strategy Alternatives,Continue Present Strategy-Problem is limited growthExpand Geographically-Point-to-Point-serve other regions eff
19、icientlyExpand Geographically-Major HubsRemain Regional-through hubsIncreased ticketing via internet,44,Should Southwest Code Share?,PRO:Increase visibility and potential customersCON:Increase Costs,45,How Can High Worker Commitment and Productivity be Sustained?,As Company Expands,New Workers Will
20、Be Needed with Company Culture Transferred to themReward System with Bonuses and Incentives but within Cost Controls,46,Management Depth,Management will have to be extended to support expansionKelleher,Kelly and Barrett are still the top trio(see p.242),47,Conclusion,Southwest is a Benchmark Competi
21、tor-Setting Industry StandardsThey have successfully expanded and continued to innovate-e.g.,ticketless travel,boarding pass download at home or office prior to going to the airport,friends fly free,use of underutilized airports,etc.,48,Recommendations,Continued Gradual ExpansionMaintain the charact
22、eristics that have enabled their success:Conservative GrowthCost ContainmentCommitment of Employees.,49,Update,2008 Results(from SW Website)operating revenues at$11.023 Billion up 10%over 2007Expansion continues with new service at San Francisco,planned service to New YorkStock Price 2/9/09=$7.18;52 Week Range$16.77 to$6.56Hedging on Fuel was successful as Fuel Prices rose but costly when they fell in late 2008.,
