http://www.southwestairlinesinvestorrelations.com/our- company/purpose-vision-and-the-southwest-way) state that the company's purpose is to " Connect People to what’s important in their lives through friendly, reliable, and low-cost air travel" and its vision is to " To be the world’s most loved, most efficient, and most profitable airline" Required Based on the airline’s website, annual reports and any other Information you are able to find about Southwest Airlines or its competitor, develop a Balanced Scorecard for Southwest Airlines that will help it achieves its vision and monitor its performance on the strategic initiatives.