Potential Resource Strengths and Competitive Capabilities of South West Airlines - Research Paper Example

South West Airlines has been operating since the year 1971 and has managed to earn a distinctive reputation among the numerous airline's companies operating in the US. It is one of the largest low-cost carrier aircraft that has set new standards in the field of customer service and corporate growth opportunities. The paper highlights the strategic business moves made by the airlines to retain its market position over decades and analyses the company’s competitive strengths that have driven its successful operations.

Based on an in-depth company and industry research the paper provides an analytical view of the company’s marketing strategies, human resource policies, and a comparative assessment with other airlines company in the industry. Southwest Airlines has made a name for itself in the airline industry and is now one of the leading airlines of the United States of America. However to build the airlines company it is today it has taken a lot of resources and sincere and honest efforts from the management and employees of Southwest Airlines.

In 1971 the ball started rolling with Rollin King teaming up with Herb Kelleher started the operations of Southwest Airlines. The brainchild of Rollin King was to give the customers low fare airlines which maintained a high-class service. Rollin King saw that the business people had to travel between San Antonio, Dallas, and Houston from the road as the airlines were very costly to travel. However Southwest needed to wait till 5 years when there was a legal battle going on as the competitor airliners were using all their resources to bar entry of the new competitor.

What commenced became the backbone of the Southwest airlines when it fought the legal battles and overcame all hurdles to start their operations in June 1971. The never say die attitude and the determination of Kelleher gave the grassroots of the company culture. Southwest airlines very quickly made its mark in the airline's industry with its fares and exceptional customer service.