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Southwest Airlines:
Business Evaluation

Submitted by:
D. Dill
March 13, 2006

EXECUTIVE SUMMARY

Purpose, Method and Scope

Southwest Airlines began business over 30 years ago in Dallas, Texas, to provide customer with a low-cost way to fly and has grown to the third largest airline in the nation. To evaluate whether Southwest has good investment potential, there must be an evaluation of the airline industry and Southwest. The industry will be evaluated using Porter's Five Forces Model. Southwest will be evaluated using a strengths-weakness-opportunities-threats (SWOT) analysis. After the assessments are complete, they will determine if Southwest stock should be purchased as in investment.

Strategic Analysis Findings

First, Porter's Five Forces Model showed the airline industry to be high risk, but not to be discounted if held as part of a diversified portfolio. Second, a comparison between segments determined the U.S. airline market is more stable and faces......

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Approximate Word Count: 13900
Approximate Pages: 56 (250 words per double-spaced page)

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