Sales: Sales: Support: Support:
Academic writing services  
Custom written essay Book report Research paper Dissertation Resume and CV Editing and proofreading  
main menu
By ordering custom paper you get
  • 24/7 Support
  • Over 100 professional US Writers
  • 300 words per page
  • Flexible discount system
  • FREE revision (within 2 days)
  • Anti-Plagiarism Software Check
we accept
sample essays
Accounting Essays
Admission Essays
Analysis Essays
Art Essays
Biography Essays
Biology Essays
Book Review Essays
Business Essays
Case Studies Essays
Cause and Effect Essays
Character Analysis Essays
Communication Essays
Communication and Media Essays
Compute Technologies Essays
Consideration Essays
Controversial Essays
Description Essays
Economics Essays
Education Essays
Evaluation Essays
Explanation Essays
History Essays
Job Essays
Law Essays
Management Essays
Medicine Essays
Music Essays
Personal Essays
Personal Experience Essays
Persuasive Essays
Persuasive Speech Essays
Philosophy Essays
Political science Essays
Politics Essays
Proposal Essays
Psychology Essays
Reflective Essays
Religion Essays
Research Essays
Response Essays
School Essays
Science Essays
Sociology Essays
Technology Essays
World Literature Essays
Southwest Airlines Company essay
← Evaluation on whether Milton is a ScholarThe Global Oil Industry Present and Future →

Southwest Airlines Company. Custom Southwest Airlines Company Essay Writing Service || Southwest Airlines Company Essay samples, help


The objective of this capstone project is to evaluate the standing of Southwest Airlines comparing its performance of the airline. The paper also attempts to present an in-depth analysis of the strategic alternatives available to the airline and make a suitable recommendation for improving the operational performance of the company. The study about Southwest Airlines becomes interesting in view of the fact that the airline has been profitable for a continuous period of 36 years which is an unsurpassed record in an industry which is characterized by high turbulence and inconsistent performance. During the same period most of the competing airline companies have struggled to consistently make profits even for a period of three to four years (McCarthy, 2001). This project aims to study the relative contribution made by these distinct factors that made this remarkable transformation possible for Southwest.  

Organizational Culture and Employee Orientation

The success of Southwest Airlines (will hereinafter be referred as ‘SWA’ in this paper) is its emphasis on value of its employees. The Company strives to keep the employees happier than it keeps the customers. SWA believes in increasing the productivity and morale of its people by creating a friendly atmosphere in the organization and the organizational culture forms the basis for its continued success. The capabilities of the organization can be exhibited in the following figure.

The organizational performance has been drastically improved with the policy of filling the Supervisory positions of the company internally to the extent of 80 to 90% of the vacancies arising. The Company focuses on developing leadership and communication skills for the low level management staff and this enhances their capabilities to perform better. The Company hires the employees for their attitudes and trains them for acquiring new skills and knowledge. A complete analysis of each job category is undertaken to determine the specific behaviors, knowledge and motivations that the job holders require to perform effectively.

Organizational Structure

Southwest is organized in a typical hierarchical structure, with employees reporting through a line of supervisors to Kelly himself. While most people will not interact with the CEO on a daily basis, technology enhancements allow all employees to keep abreast of Kelly’s activities.

 As shown in Southwest's organizational chart, only the Executive Vice Presidents, or top managers, actually report directly to the CEO. These individuals are responsible for making strategic decisions about the future of the organization. They make higher-level, general decisions about the directions Southwest will take in the future and the kinds of policies and procedures that should govern employees' conduct.

The specialty of the organizational structure of Southwest Airlines is that there were only four layers of management between a frontline supervisor and the CEO. The organization was able to function efficiently due to the formation of decentralized organization structures with a common feature of employee-led initiatives. Employees of Southwest are given substantial authority and decision-making power and organizational issues are sorted out by frequent formal and informal meetings between the frontline employees and managers (Greco, 2001). Managers are expected to spend at least some part of their working time out of their offices, supervising the facilities under their control and listening to the problems of the subordinates.

Efficient Marketing Strategy and Long-term Overall Strategy

It is the competition in the industry that forces individual firms in the industry to decide its course of action and arrive at the decision to do and not to certain things in order to achieve growth and sustain the growth level. The strategy of SWA in this direction is the creation of a tailored set of best-fit activities. The Company started functioning as a low-cost no frill airline 38 years ago and has grown to be one of the major airlines; but still the company maintains its cost structure.

Demand for Reliable Low-fare Air Travel

SWA utilized the increasing demand for low-fare air travel and the Company was able to sustain its growth by its capabilities to meet this growing demand. The Company was able to deliver this product to the utmost satisfaction of the customers which assured the airline its success. Offering reliable low-cost travel has been one of the key objectives of the airline and this objective met with the expectations of the customers to a great extent. Despite severe competition from other airline operators like Continental and United by imitating the business model of SWA, the Company was able to maintain its low-cost and reliability by the efficiency in the operation of its aircrafts.

Key Success Factors

Low-cost airlines with its generic manifestation can be differentiated from a full-service airlines business model based on three management dimensions. These are: (i) adopting a viable strategic position, (ii) leveraging organizational capabilities, and (iii) re-conceiving the value equations. When these management dimensions are combined with other features of low-cost airline operations like pricing structure, fleet composition, route structure, choice of airports, distribution and productivity enable low-cost airline companies outperform their full-service airline rival companies (Gittell, 2005). The force underlying the spectacular performance of SWA is the distinctive organizational competency found in the ability of the airline to build and sustain relationships characterized by shared goals, shared knowledge and mutual respect. Building such an effective competency required the adoption of specialized organizational practices which are not quite simple. The remarkable success of the airline is supplemented by four key factors. They are: (i) extraordinary leadership capabilities found within the organization, (ii) unique organizational culture, (iii) quick turnaround strategy and (iv) high levels of coordination.

Financial Summary

The financial performance of Southwest Airline can be summarized as below:

In US $ Millions













Operating Expenses






Operating Income






Net Income












Source: (GoogleFinance, 2009)

The above table indicates a consistent growth in the revenues of the airline over the period and this growth is irrespective of the volatility in the US airline industry during the intervening periods. For instance for the year 2008 the US airline industry has reported a net loss of around $ 9.4 billion and during this year SWA has reported a net income of $ 178 million. This shows the success of the business model of the airline and the efficiency of the Company in conducting its business.

In conclusion, some of the initiatives that Southwest Airline may take to retain its market reputation include taking efforts to expand on their existing achievements. The Company must commit itself to better serve its customers by improving its routing system offering enhanced accessibility. Minimizing delays is another area where the airline can focus to enhance customer satisfaction. The Company may maintain its stance of operating one model fleet, as it proves to be more cost effective. The Company may also look into the opportunities of undertaking operations to neighboring countries like Canada, Mexico and Caribbean if proved to be profitable. SWA must take cognizance of the inflation factor while working on its costs as this may affect the profitability of the Company in certain situations.


Southwest Airlines Company. Custom Southwest Airlines Company Essay Writing Service || Southwest Airlines Company Essay samples, help

Order Now
Order nowhesitating

Related essays

  1. The Global Oil Industry Present and Future
  2. Organic Fuel for a Growing Disaster. Evaluation
  3. Evaluation on whether Milton is a Scholar
  4. Nigerian Writer

order now

Order now
why choose us
96% of satisfied returning customers
24/7 customer support
A wide range of services
Up-to-date sources
100% privacy guaranteed
MA/PhD writers
Custom written papers only
Free plagiarism report
Free revision (within 2 days)
Free extras by your request
Direct communication with a writer
Are your writers qualified for the custom writing?
How quick can my order be accomplished?
Is it legal to buy custom essays, term papers or book reports from your company?
Are essays offered by your company truly custom-written?
Is it safe to buy from
How secure is the payment system of your company?
Can I submit custom essays or term papers done by your company as my own?
How can I contact your company if I've got problems with my ordered paper?

Finally, I've found the real custom writing service . My grades are saying "Thank you, it's been a pleasure to work with you."

Jamal, South Africa

I can't believe you finished my essay under such a short deadline! You saved me from a disaster once again. You guys deliver exactly what you promise. I'll be back. That's for sure!

William H , Kansas, US

contact us
Toll free for US & Canada only. International callers are charged for outgoing calls.

Our phone numbers: provides custom term paper writing/rewriting services inclusive of research material for assistance purposes only. The term papers should be used with proper reference and are not meant to replace actual assignments.

Get 15% off your first custom essay order

Order now

from $12.99/PAGE