Here is the synopsis of our sample research paper on OVERVIEW: SOUTHWEST AIRLINES INC.. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 3-page paper provides an overview about Southwest Airlines, its CEO, its marketing campaigns and why it is so successful. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTswaessay.doc
Buy This Term Paper »
Unformatted sample text from the term paper:
case with Southwest Airlines, however. Over the years, thanks to its low-fare strategy and outstanding customer service, Southwest Airlines has managed to remain profitable in an industry in which "profitability"
is extremely volatile. Partners Herb Kelleher and Rollin King launched Southwest Airlines in 1967 as a way for business travelers to fly
between Dallas, Houston and San Antonio. After fighting court battles from rivals Braniff and Texas International (both of which are now defunct), Southwest Airlines made its first scheduled flight in
1971 (Gilmer, 2010). During the early 1970s, travel around Texas was fairly limited - one could drive for several hours (there wasnt really
a long-distance rail to help out). Flying was also an option, but the problem was frequency. The idea behind Southwest Airlines was to offer a "commuter airline" to offer a
businessman the option of flying from Dallas to San Antonio in the morning, and returning the same day. The company these days
is still headquartered at Love Field in Dallas, but the routes have increased significantly from all Texas. These days, SWA flies to 70 cities in approximately 35 states, and is
trying to expand domestically, both through organic growth and acquisitions (Gilmer, 2010). SWA today is under the direction of Gary Kelly, who,
like many executives at the company, made his way up from the bottom - he began working for SWA in 1986 as the firms controller and worked his way up
as accounting officer and CFO before becoming CEO in 2004 and chairman of the board in 2008 (Alukos, 2010; Gary C. Kelly, 2010). During his tenure with SWA, Kelly has
...