Analyze South West Airlines according to the following guidelines:

1. Analyze the current business model of a selected firm Customer Value Proposition (CVP) o Job-to-be-done o Offering o Target customer Profit Formula o Revenue model o Cost structure o Margin model o Resource velocity Key Resources o Identify key resources and put them to the five test: Is it hard to copy? Does it depreciate slowly? Is its value controlled by your company? Is it now easily substituted? Is it better than competitors similar resources? Key Processes o Processes o Rules and metrics o Norms

2. Identify disruptive technology Assess sustaining and disruptive technologies in the selected industry Define the strategic significance of the disruptive technologies Locate the initial market for the disruptive technologies

3. Create corporate advantage How can the selected firm add value to its separate businesses? o Nature of resources: General or specialized o Scope of businesses o Coordination mechanisms o Control systems

4. Develop a strategy statement of a selected firm Summarize strategy in 35 words or less o Objective/Advantage/Scope Draw value curve and activity-system map