A Study on Southwest Airlines.

Essay by kellybosoUniversity, Bachelor'sA+, September 2003

download word file, 5 pages 3.8

Business description and history. Write a description to include the origin of the chosen business, its primary products and services, and a history of its growth and development.

Southwest Airlines is a major domestic airline that provides primarily short-haul, high-

frequency, point-to-point, low-fare service. Southwest was incorporated in Texas and

commenced Customer Service on 18 Jun 1971 with three Boeing 737 aircraft serving

three Texas cities - Dallas, Houston, and San Antonio. Today Southwest operates over

350 Boeing 737 aircraft in 58 cities. Southwest has the lowest operating cost structure in

the domestic airline industry and consistently offers the lowest and simplest fares.

Southwest also has one of the best overall Customer Service records. LUV is the stock

exchange symbol, selected to represent the home at Dallas Love Field, as well as the

theme of the Employee and Customer relationships. A most recent event with the

company is the opening of more terminals at Chicago O'Hara airport.

They currently

travel all over the United States with HUB's in Phoenix, Baltimore, Houston, Seattle, and

anywhere their in between as the company puts it. They currently run over 2,700 non-

stop flights daily. While looking at the stock growth of the company, it has shown a

continual growth since 1997, using the financial information available. Since 1977, they

have split stock's fourteen times, with the most recent occurring in 2001. Another

program that is very popular amongst frequent flyers is the Rapid Rewards Program

which allows members who earn 100 credits to receive a companion pass which allows

one person of the member's choice to fly free for one year. Southwest Airlines is a growing

company, and is definitely heading in the right direction.

Environmental Analysis. Explain both internal and external environmental considerations pertinent to the decision making processes of the company.