航空公司市场分析报告——优秀的服务低廉的票价.ppt

1 southwestairlines 2009 outstandingserviceatthelowestfares 2 missionstatement actual themissionofsouthwestairlinesisdedicationtothehighestqualityofcustomerservicedeliveredwithasenseofwarmth friendliness individualpride andcompanyspirit visionstatement proposed atsouthwest westrivetobethenewgenerationofflighttransportationwhileprovidingluxuryatapriceanyonecanafford 3 missionstatement expanded wearecommittedtoqualityservicefortheeverydayperson 1 southwestprovidesairtransportationtocitiesallaroundtheunitedstates 2 3 weflythemostluxuriousplanesonthemarketwiththelatesttechnologymoneycanbuy 4 wecompetitivelyprovidethelowestairfarepriceinsearchforthegreatestadvantageintoday sbusyworld 5 weprovidethehigheststandardsofsafetyforallourcustomerswhilestillofferingareasonableprice 6 7 aportionofourproceedsaredonatedtovariouscharitiesthroughouttheunitedstates 8 sinceourfirstflightin1971 ouremployeeshavebeenthevitalassetinmakingsouthwestthemostrecognizedairlinetoday 9 4 missionstatementcomponents 1 customer2 productorservices3 markets4 technology5 concernforsurvival growth profitability6 philosophy7 self concept8 concernforpublicimage9 concernforemployees 5 competitiveprofilematrix 6 efematrix opportunities 7 efematrix threats 8 ratios 12 07 9 ratios 12 07 continued 10 ratios 12 07 continued 11 ratios 12 07 continued 12 ratios 12 07 continued 13 networthanalysis year end2007 14 ifematrix strengths 15 ifematrix weaknesses 16 swotanalysis strengths 17 swotanalysis weaknesses 18 swotstrategies so 19 swotstrategies wo hiremoreparttimeworkers w1 o11 addnewtechnologytoolderplanesinordertobecomeup to dateandaccommodatethehandicapped w6 o8 withairlinecompaniessellingplanesswcanpurchasemodelssimilartothe737 whichcouldleadtobetterpressifaproblemwiththe737arises w5 o2 offerinflightmealsforthosewhomeetappropriaterequirementsbasedonpointsreceivedfromvisacardusage w11 o6 installtelevisionsandsatelliteradioinplanesforenhancedcustomerservice w10 o7 providehigherqualityandluxuries firstclass insomejetsforcustomerswillingtopayextra w8 o9 20 swotstrategies st 21 swotstrategies wt usingthecodesharewithataairlinesbeginofferingflighttoselectareasoutsidetheusincluding cozumelmexico selectcanadalocations paris london etc shortentheflightlifespanoftheb737 sinordermaintainplanesthatareconsistentlyuptodatewithtechnology thiswillallowustohedgeanyriskofnegativeproblemsarisingwiththe737 s maintainingnewequipmentallowsustoeasilyliquidatetheassetswhennewitemsareneededtobepurchased addnewcitiesnotflowntobysouthwestsuchasatlanta charlotte chicago andnewyork 22 spacematrix 23 spacematrix 24 grandstrategymatrix 25 iematrix 26 qspm strengths 27 qspm weaknessess 28 qspm opportunities 29 qspm threats 30 recommendations theqspmstrategiesassessedadding12newplanestothefleetorretiringolderplanes itisrecommendedsouthwestadd12newplanesatatotalcostof 500million 31 eps ebitanalysis amountneeded 500mstockprice 13taxrate 35 interestrate 7 sharesoutstanding 735m 32 mission vision giveswcustomersthefreedomtoflylowfaresfrequentflightsfriendliestserviceinthesky 33 strategytodate lowcost lowfarehighfrequencynofrillsalmostnointerliningnohubs nointernationalpoint to pointshort haulserviceregionalservicehqintexas 34 strategysuccesstodatei netincomeat 499 0millionin2006passengerrevenuesin2006at 9 086billionmanyyearsoftopairlineperformancere on time complaints andlostluggage33consecutiveyearsofprofitthrough2006 35 strategysuccesstodateii dilutedepsof 61in2006rivalsdelta unitednearbankruptcyoverallswlooksstrongin2007despitetheaftermathof9 11longtermdebtat 2 887billionin2006 36 internalanalysis strengths lowcostfastturnaroundworkforcecommitmentandflexibilitydifferentiation notjustlowcostbutbetterservice ontime nolostluggage fewercomplaints leaderinre engineeringoperationalsimplicity 37 internalanalysis weaknesses loweconomiesofscale smallrelativetoothermajors shortroutes nohubsystemnocodesharing cansellonlyticketsfromitsownofficesnointerliningnointernationalroutes 38 internalanalysis financialmarketingmanagementoperationsinformationtechnology 39 externalanalysis opportunities marketexpansion over100citieshaveaskedsouthwesttoofferservicelongerflightsinternationalexpansiontocanadaandmexico 40 externalanalysis threats weakdemandnewrailservice dallastohouston increasedcompetition iftheylosetheirlovefieldrestrictionsincreasedregulation noise dependenceondomesticmarkets 41 externalanalysis porter s5forces entryofnewcompetitors unlikelysubstituteproducts highspeedrail videoconferencingcompetitionamongexistingcompetitors strongpowerofsuppliers in2007 weakforaircraftbutstrongforfuelsupplierspowerofcustomers strong 42 externalanalysis economicsdemographicsenvironmentallegal 43 strategyalternatives continuepresentstrategy problemislimitedgrowthexpandgeographically point to point serveotherregionsefficientlyexpandgeographically majorhubsremainregional throughhubsincreasedticketingviainternet 44 shouldsouthwestcodeshare pro increasevisibilityandpotentialcustomerscon increasecosts 45 howcanhighworkercommitmentandproductivitybesustained ascompanyexpands newworkerswillbeneededwithcompanyculturetransferredtothemrewardsystemwithbonusesandincentivesbutwithincostcontrols 46 managementdepth managementwillhavetobeextendedtosupportexpansionkelleher kellyandbarrettarestillthetoptrio seep 242 47 conclusion southwestisabenchmarkcompetitor settingindustrystandardstheyhavesuccessfullyexpandedandcontinuedtoinnovate e g ticketlesstravel boardingpassdownloadathomeorofficepriortogoingtotheairport friendsflyfree useofunderutilizedairports etc 48 recommendations continuedgradualexpansionmaintainthecharacteristicsthathaveenabledtheirsuccess conservativegrowthcostcontai