Generic Benchmarking Worksheet
Task A: Problem/Opportunity Statement
Instructions for Task A: In the Response row, write out the problem/opportunity statements for the scenario for each of the team members.
Response to Task A:
Classic Airlines will become a profitable and successful organization by establishing better relationships with its internal and external customers.
Generic Benchmarking—The purpose of generic benchmarking is to identify potential solutions to the problem statements defined in Task A. You will do this by looking at how companies in other industries have dealt with similar issues.
Topic A: Brand Marketing
Instructions for Topic A: In the Response row, each team member must identify at least one company that has faced and addressed similar situations (successfully and unsuccessfully).
• In the Response row, identify whether the company has been successful or unsuccessful.
• In the Response row, summarize your key findings for the company as they relate to the scenario.
• In the Response row, identify at least one alternative solution for Classic Airlines from each company researched.
Response to Topic A:
Company: Southwest Airlines
Status: Successful
Summary:
In 1968, Rollin King and Herb Kelleher founded Southwest Airlines, a new commercial airline that focused simply on getting customers from one location to another on time and for the most economical fare available. After three years of planning, Southwest began its operations in 1971 with very minimal number of planes on its fleet, with only four aircrafts serving three cities, and a maximum revenue of $2 million per annum (Andrews, 2006). After 24 years since the company’s inception, Southwest Airlines’ annual r ...