Analyze Southwest's generic strategy (or competitive strategy) the firm is using. Is it producing the desired results? Specifically, is the firm's generic strategy (or competitive strategy) providing the firm with a relevant competitive advantage? If yes, why? If not, why? Evaluate the firm's cost leadership opportunities. Does the firm have the skills and resources that foster cost leadership? Can the firm meet the organizational requirements needed to support and sustain cost leadership activities? Evaluate the firm's differentiation opportunities. Does the firm have the skills and resources that foster differentiation? Can the firm meet the organizational requirements needed to support and sustain differentiation activities? Evaluate the firm's ability to use rapid response (or speed) as a means to gain competitive advantage. Does the firm have the skills and resources that foster speed? Can the firm meet the organizational requirements needed to support and sustain rapid response activities? Finally, evaluate market focus as a means to gain competitive advantage.