Mission statement:-
Introduction:-
In 1971, Rollin King and Herb Kelleher started an airline service with one simple notion: "If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make sure they have a good time doing it, people will fly your airline." They were right about that. Southwest Airline is now a major airline, in fact, the fourth largest airliner in the United States.
Southwest Airlines started its operations from June 18, 1971 with flights to Houston, Dallas, and San Antonio. Southwest has grown to become the third largest U.S. domestic airline. Southwest was the only major carrier in 1990, 1991, and 1992 to make both net and operating profits. Southwest became a major airline in 1990 when it exceeded the billion-dollar revenue mark. Southwest is the United States’ only major short haul, low-fare, high frequency, point-to-point carrier.
Internal Analysis:
Industry Strengths:
? Southwest airline is ranked as third largest airline company and flies to 64 cities and 32 states in continental United States. Southwest is known for its good customer service image.
Competitive advantages:
? Southwest’s competitive advantage is its lowest fare compared to any other airlines. This has been achieved by using single line type of aircraft, which is very easy to operate, maintain and schedule.
? Southwest is known for its commitment towards customer services. It was elected as the best airline for service many times and is consistently ranked as the best airline to fly. Southwest airlines were chosen as Best low cost carrier by the readers of Executive Travel Magazine in 2006.
Technological advancements:
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