385758558-southwest-airlines-final.docx - Senior Project...

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Senior Project – Southwest Airlines 1 Southwest Airlines – Senior Project BAM 479-OC: Strategic Management Siena Heights University Brittany Bryant July 30 th , 2018
Senior Project – Southwest Airlines 2 Table of Contents Case Statement Vision Statement Mission Statement Milestone Table 1: EFE Matrix External Factor Evaluation Table 2: IFE Matrix Internal Factor Evaluation SWOT Analysis Industry Analysis Table 3: SWOT Matrix SO Strategies WO Strategies ST Strategies WT Strategies Financial Analysis Table 4: Ratios Strengths and Weaknesses Short-Term Capital Long-Term Capital Working Capital Capital Budgeting Dividend Pay-out Investors and Stockholders Financial Managers Table 5: QSPM Matrix Recommendation Implementation Plan Marketing Operations MIS Financing Table 6: EPIS/EBIT Analysis References Appendix A: Projected Statements Appendix B: Income Statement Appendix C: Balance Sheet
Senior Project – Southwest Airlines 3 Case Statement Southwest Airlines is challenged by a high competitive industry with low cost flights throughout the states, incentives/amenities offered and great customer service. Southwest Airline Vision Statement “To become the world’s most loved, most flown, and most profitable Airline.” (About Southwest, n.d.) The vision statement for Southwest Airlines seems short and sweet. It tells everyone what they want to become and what is to be expected of future growth. The only issue I see is using the same word redundantly; most. Having a word repeated several times can lose customer’s attention. The one thing I would add to the vision statement would be to include family oriented or something to potentially target families. Southwest Airline Mission Statement “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.” (About Southwest, n.d.) The Mission statement is straightforward and to the point. It explains what their business is about; dedication, but it does not detail what they want. Within the mission statement, I have notices 6 of the 9 components are used in Southwest Airlines mission. The six that are used are: customers, products/services, philosophy, self-concept, public image, and employees. In the brief description they have for the mission statement, their products/services flow within the
Senior Project – Southwest Airlines 4 customers because this company is dedicated to making their customers happy, making them feel comfortable, which is a part of the service. Milestones Southwest Airlines was formed in 1967 by Rollin King and Herb Kelleher. This airline is a U.S based carrier and the largest low-cost carrier in the world. Southwest is dedicated to giving their customers and employees the best experience they have to offer in the airline industry.

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