Sa Lines

In: Business and Management

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BM215 INTRODUCTION TO MANAGEMENT
Semester 2, AY2011/2012

Individual Report
A Report on Southwest Airlines

Prepared for:
Mr. Balasubramanian Shankar

Due date:
Monday, 5th October 2015

Submitted by: Jiyeon | CT00000000 |

TABLE OF CONTENTS 1. INTRODUCTION 2 2. COMPANY BACKGROUND 3 3. PESTEL ANALYSIS 4 3.1 Political 4 3.2 Economic 4 3.3 Social 5 3.4 Technological 5 3.5 Environment 5 3.6 Legal 6 4. PORTER’S FIVE FORCES ANALYSIS 7 4.1 Threat of New Entry 7 4.2 Threat of Substitution 7 4.3 Buyer Power 7 4.4 Supplier Power 8 4.5 Competitive Rivalry 9 5. STRATEGIC RECOMMENDATIONS 10 5.1 Managing Technology Advancements 10 5.2 Maintain Cost Advantage 10 5.3 Geographical Expansion 10 5.4 Product Diversification 11 6. CONCLUSION 12 7. REFERENCES 14

1. INTRODUCTION
The focus company in this report is Southwest Airlines (SA), a major low cost carrier in the United States (US). The aim of this report is to examine the current market environment and competitive power of Southwest Airlines. In order to have a substantial overview of its environment, two analyses, the PESTEL analysis and Porter’s Five Forces analysis, will be used to evaluate SA. With the findings, strategic recommendations will be made for the problems that the airline is facing or may encounter in the near future.

2. COMPANY BACKGROUND
Southwest Airlines is a budget airline established in 1967 by Rollin King and Herb Kelleher and had its first flight in 1971. Headquartered in Dallas, Texas, SA is an important airline in the US. Today, in its 44th year of passenger service, Southwest Airlines has become the biggest low cost airlines in the world and the largest airlines in the United States.
Like other low cost carriers, Southwest Airlines competes based on price. However, it differentiates itself with high…...

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