西南航空案例Southwest-Airlines新

MissionThemissionofSouthwestAirlinesisdedicationtothehighestqualityofCustomerServicedeliveredwithasenseofwarmth,friendliness,individualpride,andCompanySpirit.,AboutSouthWest,Morethan37yearsago,RollinKingandHerbKellehergottogetheranddecidedtostartadifferentkindofairline.Theybeganwithonesimplenotion:Ifyougetyourpassengerstotheirdestinationswhentheywanttogetthere,ontime,atthelowestpossiblefares,andmakedarnsuretheyhaveagoodtimedoingit,peoplewillflyyourairline.BeganasasmallTexasairlineFlyto64destinationsacrossUS3400timesaday,Withover500aircraftSouthwesthasconsistentlyledtheentireairlineindustrywiththelowestratioofcomplaintsperpassengersboardedEmployeeswillbeprovidedthesameconcern,respect,andcaringattitudewithintheorganizationthattheyareexpectedtoshareexternallywitheverySouthwestCustomer.,Offerings,Alwaystheinnovator,SouthwestpioneeredSeniorFares,asame-dayairfreightdeliveryservice,andTicketlessTravel.TheyProvidelowcostflyingacrosstheU.ScitiesTheyaresolowtheycompetewithcarfaresTheyhaveabrilliantwebsitewhichanycustomercaneasilynavigatethroughTheyprovideadditionalofferingssuchascar/hotelbookingsontheirsitebooking.SolowlypricedandtheystillofferdiscountsProvidevacationpackagestolocationslike(LA,LasVegas,DisneyLand)RapidRewards-Flyjusteight(8)roundtripsin24consecutivemonths,PricingStrategy,SWAspricingstrategyistochargethelowestpossiblefarethatstillenablestheairlinetomakeaprofit.Theythinkthattherecompetitioniswithautomobiles.Southwestmustkeepitsoperatingcosttothebareminimum.Thesefareswouldnotbesustainableunlessitissupportedbyahighpassengerloadfactor,OperationSimpleItoffersasingleclass,openseating,andnomeals.Itsaircraftfleetconsistsonlyofonetype-theBoeing737-tominimizetrainingandmaintenancecosts.Runitsownreservationsystem,andsellsasignificantportionofreservationsthroughitsWebsite.Itcancutcostsinthecustomerservice,ProfitAnalysis,Analyzedviabilityofincreasingprofitsbyreducingairfares20%InvestigatedaSWAhighvolumerouteforthisanalysis(LA/Oakland)Currentroutedemographics:,CurrentSWACosts,Costs,Revenuesrather,theyareassignedtooneofthreeboardinggroups“SouthwestoffersnoaisleorwindowseatassignmentsExtendnoupgradesnorpreferredboardingstatustotheirmostfrequenttravellersSouthwesthistoricallyallowedthreepiecesofluggagetobecheckedinfreeasopposedtothelimitoftwoonthedomesticflightsofsomeotherU.S.airlinesSouthwestservedsmallermealsthanthemealsservedbyfullserviceairlines,withshorterflightsreceivingsinglesmallsnacksandsoftdrinks,andlongerflights(withadurationofabout3hoursormore)meritingSnackPacksofpre-packagedgoods.Inthe2000sthesemealsinabagtypicallyexceedthefoodservedonfull-serviceairlines.Thereareseveralflightsthatareatleastoftwohourslongwherebyyouareservedwithpeanutsandpretzels.Ifyouareonanonstopflight,thenapackagedsnackwillbeserved.Othercomplimentarytea,coffee,nonalcoholicdrinksarealsoavailablebutsomeproductsuchasbeer,winemaybecharged.Providenoloungeswithfreedrinks,PhysicalEvidence,Southwestisknownforcolourfulboardingannouncementsandcrewsthatburstoutinsong.,“MarvinMartinez,abellmanandfrontdeskagentattheSanAntonioRiverWalkMarriott,says,“Weallbringoutsmilesinourownspecialway.Me,Imaperformer.EverydayImonstageinfrontofmybiggestfans,myguests.WhenIwalkintothelobby,Imon!Imanaggressivehospitalityanimal.Myguestsalwaysleavesatisfied.”,AnBirdsEyeView,AnBirdsEyeView,PartC:Prescribe,1.PtoductwithcompetitorsSincerecentterroristattacks,competitionforsouthwestairlineshasshiftedfrommajorairlinestolow-fareairlines.,AfterSeptember11,2001,Delta,thesecondlargestU.S.carrier,cut21percentofitsworkforceandin2006operatedwithapproximately47,000employees.Athirdpastcompetitor,AmericaWest,isfaringbetterthanSouthwestsabovetwocompetitors.JetBlueisoneofSouthwestsmostnoteworthycompetitors.,AnBirdsEyeView,Allofthecompetitorshavecomeintohead-to-headcompetitionwithSouthwestonseveraloccasions.,Fornow,considerationsforseriousexpansionhavebeenputonholdasmanyairlinesarestilltryingtorecoverfromlossesoverthepastfewyears.,AnBirdsEyeView,AnBirdsEyeView,PartD:TheFuture,Theproblem:CompetitorshavelearnedfromSouthwestanditsuniquemanagementstrategies,andtheyareusingthesetacticsaswellasuniqueonestowinoverconsumers.Southwesthasalwaysutilizedconservativegrowthtactics,butthismayhurtthemifnewcompetitorsoptforfastergrowthstrategies.,AnBirdsEyeView,2.Themeasure:Inmid-2007,Southwestprovidedservi