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Essay / Research Paper Abstract
This 9 page paper looks at the US low cost Carrier Southwest Airlines to assess the strategy the firm uses. The paper starts by indemnifying the strategic approaches in terms of Porters genetic strategies. The strategic assessment is then used to consider the way that firm competes in line with its strengths, weaknesses, opportunities and threats as well as its mission statement. The bibliography cites 7 sources.
Page Count:
9 pages (~225 words per page)
File: TS65_TEstratmisSW.doc
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Unformatted sample text from the term paper:
is a highly successful U.S.-based air carrier. The organization developed the low-cost carrier model, a position attained through careful cost controls, including the operation of a fleet made up of
only Boeing 737 aircraft. Over time the airline has expanded, including the recent acquisition of AirTran. The ongoing management of costs, and operating model including utilising the Internet as a
cost effective sales distribution for the tickets, all support a low-cost strategy. However, with a high emphasis on customer service the organisation compliments the low-cost strategy with differentiation based on
high quality of service and friendliness of staff. Overall, with a high level of attention to operating strategies the organisation maximise its strengths in a manner that is aligned with
the low-cost operating model, and supports its mission statement to provide friendly customer focused service with the corporate culture that has been developed. 1. Introduction Southwest Airlines has become one
of the most successful airlines in the US. Successful firms have successful strategies, therefore when assessing Southwest Airlines an important consideration is the chosen strategy and the way in the
chosen strategy is seen in the context of the strengths, weaknesses, opportunities and threats faced by the company, fits with the firms strategic choices and how it is aligned with
the vision and mission statements. 2. The Strategy of Southwest Airlines Michael Porter has defined four generic strategies which firms may utilise. To identify and assess the strategy of
Southwest Airlines the first stage is to consider which of these four generic strategies the company is following. 2.1 Generic Strategy The four generic strategies of Michael Porter are based
on two dimensions, the source of competitive advantage and the scope of the target market. The competitive advantage dimension consists of the pursuance of low costs (it should be noted
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