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Strategic Management Process/Vision, Goals and Objectives - Term Paper Example

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Introduction The assignment analyzes the vision, mission, values goals and strategies of Southwest Airlines. Southwest is a low-cost and low passenger fare domestic carrier in US who was at its most successive times in 2003 (Southwest Annual Report, 2011)…
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Strategic Management Process/Vision, Goals and Objectives
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"Strategic Management Process/Vision, Goals and Objectives"

Download file to see previous pages The success of the Southwest was definitely attributed to a number of success factors that ranged from successful implementation of strategies to coming up with innovations in fares, routes and strategies ahead of its competitors. Analysis The mission of Southwest Airlines is “dedication towards the highest quality of the customer service delivered with the sense of warmth, friendliness, individual pride, as well as company spirit” (Southwest Mission & Vision, 2012). The goal of Southwest Airlines is to be the number one low-cost and low passenger fare domestic carrier in US. It currently provides services to nearly 62 cities in the United States. Southwest’s vision for the sustainable future is considered as one where there would be a high balance within its business model between Employees as well as the Community, the Environment, along with its Financial Viability (Southwest Mission & Vision, 2012). Southwest has primarily targeted “undeserved markets and large metropolitan areas” which usually carried high average fares in case of all airlines. The company also decided on providing point-to point service, by targeting unattended markets and by not flying to major hubs. Southwest had a short as well as long haul flight schedules which covered major cities of the United States. ...
“Southwest offered fares which were 30 to 40% lower for booking s made 14 days, 7 days and 3 days advance and its walk-up purchase fares were 60 to 70% lower than that of its competitors” (Southwest Annual Report, 2011). The company being a net entrant had developed a low-cost structure for its operation. This also gave it the advantage of operating with the fleet of latest aircrafts. Fuel efficient Airbus A320 was used primarily for its operation by Southwest. This also helped the company in terms of lower retraining costs, maintenance of better spare, parts inventory as well as lower maintenance costs. All these advantages were reaped by Southwest by using standard Airbus aircraft. The company also relied on innovative techniques for cutting costs and offering more value to its customers. In terms of service, Southwest had around 1100 call center operators that worked from their home thereby giving additional advantage to the company for cutting infrastructural and other office expenses. The company’s primary focus remained on the routes that were heavily traveled by customers which were mainly along the New York-West Coast. For increasing its cost-competitiveness in the industry, the company entered smaller market thereby shifting its strategy in apprehension of providing customized service. The company also relented on innovative techniques like online bag checking counters and self-service bag drop counters at airport. The company displayed a perfect case of how a small player in the market takes advantages of combinational strategies to become a large player. The company’s advantages are sustainable for future, though new threats and ...Download file to see next pagesRead More
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