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Essay / Research Paper Abstract
This 4 page paper looks a the mission, values and vision of Southwest Airlines, assessing the way the message that the firm communicates with these elements and the way this relates to different stakeholders. The paper ends with a recommendation on the improvement of the mission statement. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS65_TESWmission.doc
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Unformatted sample text from the term paper:
a first mover advantage (Southwest Airlines, 20912). The firm has gone from strength to strength, recently acquiring AirTran and being one of the most consistently profitable airlines in the US.
It may be argued that this position has been gained as a result of a clear vision and mission the part of leadership. However, a vision and a mission
is of little value unless it is communicated effectively to the relevant stakeholders. It may be argued that the way the vision, mission and values are communicated by Southwest; with
a strong stakeholder approach have been a core element of the ongoing strategy and differentiation achieved by the airline. A key communication tool used by many firms today is
the mission statement. McNamara (2009) believes that the mission statement should reflect the overall purpose of the firm, and that the wording should be phrased in a manner that matches
with the services or products of the firm and should also allow for the inference of priorities. The mission of the organization is stated, although it is not entitled a
mission statement. This says "The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company
Spirit" (Southwest Airlines, 2012). Applying the idea of McNamara the mission statement is clear on the way that the firm wants to perform. However, it may be
argued that for an outsider, if they do not known the firm, there is a degree of ambiguity; the airline does not state what they do. This mission statement may
equally apply to a train company or a software vendor, as there is no declaration of the actual service apart from the inclusion of the name of the firm which
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