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Essay / Research Paper Abstract
This 6 page paper examines Southwest Airlines in order to identify the generic strategy utilized by the organization. The different generic strategies are discussed and compared to the way in which Southwest compete, ending with a conclusion discussing the main strategies of this airline. The bibliography cites 7 sources.
Page Count:
6 pages (~225 words per page)
File: TS65_TESWstrat.doc
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Unformatted sample text from the term paper:
through a strategy of low-cost leadership, which has been pursued relentlessly over many years, seeking and leveraging cost controls to provide a no-frills service to their passengers. However, the low-cost
leadership strategy also appears to be supplemented by differentiation, with the organisation focusing on high service levels and presenting a friendly face and offering a value proposition, helping to increase
loyalty and repeat custom. Therefore, the organisation is well placed leveraging two sources of competitive advantage, but in order to remain competitive the organisation needs to continue monitoring and controlling
costs and seeking new sources of savings as well as constantly considering the needs of the consumers and the way in which there needs may be best met. 2. Introduction
Southwest Airlines is a well known low cost carrier in the US. The firm was the developer of the low cost carrier model benefiting from the first mover
advantage, and with the . With the acquisition of AirTran in 2011 the airline is now the largest domestic airline in the US in terms of both passengers carried and
sales (Southwest Airlines, 2012; Flight International, 2012). When look at the firm and the future it is useful to look at the way that the airline competes and assess that
strategy the firm uses in the context of the four generic strategies. 3. Southwest Airlines Strategies There are four potential strategies that Porter has proposed as generic strategies; c
based on two dimensions; whether the firm is seeking to gain a wide target market across an entire industry and whether the firm is seeking to use a los cost
strategy or a product uniqueness strategy (Quick MBA, 2012). The low cost strategy will emerge as the cost leadership strategy for a wide market appeal and a focus strategy
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