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Southwest Strategic Analysis

SOUTHWEST AIRLINES
A Case Study



Prepared By: Tony Patterson
Prepared for: OL 421
October 26, 2007



INTRODUCTION
In 1971, Southwest Airlines was formed by Rollin King and Herb Kelleher in an effort to start an airline company with low fares that gets their passengers to their destination in a timely manner and that is fun to fly on. Southwest was started in Texas as a commuter airline between Dallas, San Antonio and Houston. Today, it is one of the largest airlines in the country. It took on many marketing strategies in the beginning to try enter the market and gain some market visibility including having flight hostesses dress in colorful hot pants and white knee-high boots, giving passengers free alcoholic beverages on flights, devising plans to lower turnaround time, and cutting fares.
As Southwest Airlines became more popular, it began to expand by offering flights to more cities across the country. While expanding the business, it continued to focus on......


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Approximate Word Count: 5574
Approximate Pages: 23 (250 words per double-spaced page)

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