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Essay / Research Paper Abstract
A 14 page paper discussing how in 2006, Southwest still has not experienced a losing quarter and still has not laid off an employee. How much longer it can make this claim becomes less certain with each passing quarter, as bankruptcy-protected airlines gain steep concessions from trustees, suppliers and employees while Southwest continues with business as usual. The purpose here is to examine Southwest's approach to marketing, finance, management and human resource management. Southwest has been and remains one of the finest examples of a well-managed company available. It faces tough challenges in the future, but it is well practiced in dealing with tough challenges. Bibliography lists 10 sources.
Page Count:
14 pages (~225 words per page)
File: CC6_KSairSWbizFun.rtf
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Unformatted sample text from the term paper:
From the time of its founding in 1971, cofounder and former CEO Herb Kelleher devoted much of his management energies into fending off the efforts of what he referred
to as the "gang of seven" to put Southwest Airlines out of business - or at least out of their markets. Over a period of three decades there have
been many instances demonstrating that things are not always fair; now it appears that those preceding situations collectively constituted a drill for Southwests present predicament. From the beginning, Southwest
has been rabid about controlling costs and providing superlative customer service. It has been those qualities that have raised Southwest from being a small regional independent to leading the
industry in numbers of passenger boardings; it has been those qualities that have prevented Southwest from joining most of its competitors in operating from bankruptcy protection.
In 2006, Southwest still has not experienced a losing quarter and still has not laid off an employee. How much longer it can make this claim
becomes less certain with each passing quarter, as bankruptcy-protected airlines gain steep concessions from trustees, suppliers and employees while Southwest continues with business as usual. The purpose here is
to examine Southwests approach to marketing, finance, management and human resource management. Marketing The marketing mix is consists of the "4 Ps," which
are product, price, place and promotion. Southwest does relatively little overt promotion, for two reasons: (1) it is the nations leading airline in terms of passenger boardings; and (2)
the company is too cost-conscious to maintain an advertising budget larger than it needs to be. Product, price and place are the Ps most important to Southwest. Product
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