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Essay / Research Paper Abstract
A 3 page paper that looks at how this airline maintains a competitive advantage in an industry where more companies are losing revenue instead of increasing it. The writer comments on expanding into new markets as well as expanding in the core business, technology, and values. Bibliography lists 8 sources.
Page Count:
3 pages (~225 words per page)
File: MM12_PGswcp.rtf
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Unformatted sample text from the term paper:
revenue, and they must have their finger on the pulse of the market, which means they must have vision. One company that has been consistently successful since it was founded
is Southwest Airlines. Southwest Airlines has been profitable for 31 straight years, an unheard of accomplishment in this industry (Cummngs, 2004). Cummings commented that "Southwest stands as the inspiration
for scrappy low-fare upstarts the world over" (2004). They fly to about 60 cities in 30 states and have 2,800 flights per day (Cummings, 2004; Southwest, Cruisin, 2004). For fiscal
year 2003, Southwest increased its revenues by 7.5 percent and their net income by 83.4 percent (Cummings, 2004). This was in a year when the largest three airlines in the
industry lost an aggregate of nearly $6 billion (Serwer, 2004). Fortune Magazine named Southwest as one of the most admired companies for 2004: "Through change at the top, through 9/11,
in a lousy industry, it keeps winning Most Admired kudos" (Serwer, 2004). Founded in 1971 as a regional airline in Texas, Southwest is now the fourth largest in terms
of the number of passengers (Southwest, Cities, 2004). When Southwest begins offering service in another city, something happens (Southwest, 2003). In 1993, the U.S. Department of Transportation gave a name
to the phenomenon - the Southwest Effect (Southwest, 2003). It refers to the consistent decrease in air fares by other airlines and an increase in the number of passengers leaving
from that airport (Southwest, 2003). For example, the number of passengers increased by 782 percent and fares decreased by 73 percent when Southwest began offering service between Providence and Baltimore/Washington
(Southwest, 2003). Southwest continues to increase its competitive advantage by containing costs. They also look for new markets and new products. On March 30, 2004, for instance, Southwest began offering
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