Trident University International
David G. Anderson
Module 1, Case Assignment
MGT 599-Strategic Management
Dr. Lionell DeSouza
21 April 2012
The purpose of this paper is to talk about Southwest Airlines and go over their mission and vision statements to explain how they make their company a better company. Their customer service is among the best in the airline business and they treat their employees with pride. They work hard as a team to make their business the best and to expand worldwide. By explaining what Southwest Airlines goals and objectives are in depth will show how they have grown to be one of the largest airline companies in the world.
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Hammond (2007), talks about Michael Porter’s Big Ideas and how Southwest Airlines uses strategy. He states that “Southwest Airlines has focused on a strategy of serving priced-minded customers who want to go from place to place on relatively short, frequently offered flights without much service”
When he talks about “without much service” he is not talking customer service. Basically Southwest Airlines works on the fact that they don’t serve meals and do all the extra things that some of the older airlines like United and such may do. They do not have the members club and things like this. Southwest Airlines dedicates themselves on keeping their rates low so that customers will be dedicated to them. Southwest Airlines has set the example of what the people want to see in travel. They don’t want to pay more in regards to extra fees and they want the customer service that all customers deserve.
To me Southwest Airlines treats all of their customers with a sense of warmth, friendliness, individual pride and Company Spirit. They take pride in the fact that they don’t charge for bags, or at least 2 of them, and they can keep their prices lower by doing this. I don’t know what else I can say about the mission statement as I believe that Southwest Airlines lives by their mission statement completely.
I found the vision statement for Southwest Airlines on wiki.com as I could not locate it in the website for Southwest Airlines. Wiki states that Southwest Airlines vision statement is “to expand our locations both domestic and overseas by being the largest and most profitable airline company to achieve both short and long-haul carriers efficiently and with low cost. Also to be an airline carrier that has the most productive workforce to guarantee the best flight possible for each and every passenger."
Southwest Airlines is striving to stay with their vision statement. One of the main things in their vision statement is that they are growing all the time. They have expanded to one of United States largest airports, Atlanta, recently. They strive to continuously grow within the United States so that they may also grow larger overseas.
Southwest Airlines' recent acquisition of AirTran means that Southwest Airlines customers have options for international travel by using AirTran. This purchase has, and will do, wonderful things for the vision of Southwest Airlines, in regards to their vision statement, as they want to be the most profitable airline company.
I also believe that Southwest Airlines is putting every effort to show that they are a reliable company with consistent customer service and dedication to becoming the largest and most profitable company, not by charging more, but by offering more.
Southwest Airlines strives to have the most productive workforce by keeping their employees happy. They advertise on their career site that employees “have the freedom to be creative, dress...