Southwest Airline Strategic Management Process

Southwest Airline Strategic Management Process

Introduction

In 2006 Southwest Airlines marked its 34th consecutive year of profitability. No other airline came close to matching its performance. And Southwest had achieved those results while growing from an upstart to the largest U.S. airline in terms of number of passengers flown. Southwest had succeeded where others had failed by passionately pursuing both low cost and high customer touch (Alan, 2010). Low-cost tickets attracted passengers; extraordinary customer service kept them coming back. Staffed with energetic employees, Southwest developed a culture for making flying fun. Southwest executives told employees to do what was best for the customer, and management rewarded individuals for going out of their way to enhance the customer experience. Friendly staff, personalized letters, and proactive problem resolution were the norm.

Mission

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.

Vision

Our aspiration is to be the global leader in the travel industry and to provide superior customer service delivered by our inspired staffs. We value our stakeholders and are committed to them. Our aim is to enhance the image SWA by emphasizing on safety and security, and also that our staffs take pride in their working life.

Objectives

Southwest Airlines focuses on delivering the highest customer value and making sure that maximum standards are being applied to every aspect of the company.

Achieving the targets set up by the company at a specific time.

Ensuring positive working attitude of staffs.

Positioning SWA as one of the first-class airlines.

To make Southwest Airlines the biggest 'fifth freedom' airline operating in the region.

Minimizing the negative impact on the environment

In context of mission, vision, values and goals of Southwest Airlines following points are considered in achieving the mission and vision of Southwest Airlines:

Low Fares Most Passengers have discovered Southwest Airlines through its reputation for low fares. Few, if any, airlines in the United States or the rest of the world have lower fares. By innovating in myriad ways, the company has been able to save costs and pass those savings along to its customers. Southwest Airlines cuts costs through value pricing. There are no assigned seats, no meals, no movies, and no first-class travel on its flights. It has the quickest turnaround times in the industry. It is recognized as a quality leader by many studies. It is also honored as a good corporate citizen. Fortune magazine calls it a top company to work for. Many people credit Southwest's superior management and leadership for its many successes throughout its four-decade history. But leaders in the company credit the company's employees for Southwest's success. This type of circular praise and accolades from across the business and media spectrum creates a company unlike any on the Planet. It is truly a corporation that has changed the world in many fascinating ways.

Sustainability Sustainability is at the heart of Southwest's business strategies. Southwest Airlines separates itself from its competitors and shows other companies ...