Case 4: Southwest Airlines: Flying high with low costs (Read the entire thing and answer the following) [Textbook: STRATEGIC MARKETING, FOURTH EDITION, CONCEPTS AND CASES]

1. What are the companys vision/mission and objectives? 2. Corporate strategy and business (or competitive) strategy What have been the key elements of the companys corporate strategy up until the time of the case? What is the companys business strategy? What role does corporate culture play in the implementation of the companys strategies?

3. Industry analysis define the industry to which the company belongs. Using Porters five forces model, analyze the competitive forces in this industry. Discuss those factors or problems which are most important for this industry and why they are important. 4. Company situation analysis Make lists of internal strengths, internal weaknesses, external opportunities, and external threats. Be sure to include an analysis of financial information in examining the companys internal capabilities. Based on your analysis, summarize the major strategic issues facing the company and industry. 5. Recommendations Select and describe a strategy for this company. Your strategy recommendations should be justified in terms of how well they deal with environmental threats, take advantage of opportunities, minimize internal weaknesses and utilize the organizations competitive strengths.

Southwest Airlines: Flying High With Low Costs indiatry. The coempany had achieved the longet contituous steech of profitability in the listary of the airline indastry and was consibtently rasked in the rop 10 on Fortune' late of Profits oner the yean 'Sec Fxhibits 1 and 3). Southwest achieved its strong financial pesformance in large part by having a high "loud factor," the aistise industry's measure of the sauifaction rankings. Overall, Southweut bad an emiable fecord of performance. ExIIIBT 2 Southwest Airlines Balance Sheet A of December 31 2020201720152013 The U.S. Airline Industry The History of Southwest Airlinet Southwest's Btrategy and Operations Southwest's Market Stare in Southwest's Market Share Southwest's Top 100 City.Pair Markets Total Domestic Market? Leadership, Culture 8 Values Southwent's Growth s Expanteion Southwest's Growth \& Expansion JetBkev: A Tough New Competitor JetBlue: A Tough New Competitur vile Scithires Looking Forwardt Challenges with Growth and Competition Looking Forward: Challenges wat Growth and Competition Relerences Southwest Airlines: Flying High With Low Costs indiatry. The coempany had achieved the longet contituous steech of profitability in the listary of the airline indastry and was consibtently rasked in the rop 10 on Fortune' late of Profits oner the yean 'Sec Fxhibits 1 and 3). Southwest achieved its strong financial pesformance in large part by having a high "loud factor," the aistise industry's measure of the sauifaction rankings. Overall, Southweut bad an emiable fecord of performance. ExIIIBT 2 Southwest Airlines Balance Sheet A of December 31 2020201720152013 The U.S. Airline Industry The History of Southwest Airlinet Southwest's Btrategy and Operations Southwest's Market Stare in Southwest's Market Share Southwest's Top 100 City.Pair Markets Total Domestic Market? Leadership, Culture 8 Values Southwent's Growth s Expanteion Southwest's Growth \& Expansion JetBkev: A Tough New Competitor JetBlue: A Tough New Competitur vile Scithires Looking Forwardt Challenges with Growth and Competition Looking Forward: Challenges wat Growth and Competition Relerences