Southwest Airlines Strategic Plan Essay

933 words - 4 pages

Southwest Airlines was conceived in Dallas, Texas by Rollin King and Herb Kelleher in 1967 and adopted the current name in 1971. The company was originally incorporated to serve Dallas, Houston and San Antonio and was started 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 darn sure they have a good time doing it, people will fly your airline" (Southwest, n.d.). They were right about that, Southwest Airline is now a major airline, in fact, the fourth largest airliner in the United States that is trading under the Symbol LUV on NYSE (Southwest, n.d.).Mission & VisionThe mission of Southwest Airlines is to provide the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit. Their mission to their employees is they are committed to provide their employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, employees are provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer (Southwest, n.d.). In January 2013, a new vison and purpose was revealed, it is simple but powerful, to become the world's most loved, most flown, and most profitable airline (Southwest, n.d.).Strategic PlanPhilosophySouthwest has been in operation for forty-three years and has been effectively operating in accordance with its mission and vison. All statements by the organization do not reflect on making a profit, but the happiness of the consumer, employees, community and the giving back to the shareholders. At Southwest the philosophy includes mutual respect and goals and knowledge are shared between employees and departments. Each employee's job involves assisting coworkers when necessary (Gallo, 2014).MarketingThey executed a low-cost, low-price, no-frills strategy that offers passengers a single class of service at the lowest possible fares, making air travel affordable to a wide segment of the United States. Their fleet of airplanes is entirely Boeing 737and these airplanes are perfect as they only offer domestic flights. Since they sell tickets directly to customers and they don't assigned seats, offer meals or transfer baggage to connecting flights, they can fill planes faster thereby reducing changeover times and on time flights (Southwest, n.d.). They currently operate more than 3,600 flights per day to 96 destinations in 42 states. Starting in October 2014, Southwest will offer nonstop flights to fifteen cities from Dallas including Atlanta, Fort Lauderdale and Los Angeles (Koeing & Lyn, 2014).CultureSouthwest's internal culture is what sets this airline apart from other companies in the industry. The easy going relaxed corporate style gives employees operational...

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