Stratetic Management

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Executive Summary

In this paper, the company background of Southwest Airlines is introduced, ranging

from its strengths to weaknesses. The paper also highlighted Southwest Airlines

strategy in terms of its strengths, weaknesses and key policies and operating

practices underlying Southwest Airlines’ efforts to implement and execute its lowcost/

no frills strategy.

Next, the culture of Southwest Airlines is presented detailing the characteristics of

Southwest Airlines culture, importance of culture, Southwest Airlines’ efforts in

nurturing its culture and problems arising in sustaining the culture due to leadership

change.

After which, the paper also critically evaluates Southwest Airlines implementation

and execution strategy and the drawbacks of the implementation strategy. Some

recommendations for the entity were also indicated.

Lastly, this paper concluded on the note that it is of utmost importance that SWA

constantly reengineer its strategy to prosper and remain competitive. Else, it risks

losing its market shares in today’s competitive and volatile airline industry,

threatened by rising fuel costs and terrorist attacks.

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Table of Content

Executive Summary ................................................................................................. 2

Table of Content ....................................................................................................... 3

1 Introduction....................................................................................................... 4

1.1 The Research Problem................................................................................ 4

1.2 The Limitation of the Report......................................................................... 4

1.3 The Sources of Information Collection ......................................................... 4

1.4 The Report Organisation.............................................................................. 4

2 About Southwest Airlines................................................................................. 5

2.1 Company Background ................................................................................. 5

2.2