Please answer these questions based on the Southwest Airlines: In a Different World case.

1. What is the primary issue facing the firm?

2. What are the secondary issues facing the firm?

3. What is the most appropriate action for the firm?

4. What resources do they have/can they get to do what you suggest?

5. Why should the firm do what you suggest? Why is this a better course of action than alternative options?

6. What are the implications of the strategy you suggest? (i.e. how might your competition, customers or suppliers respond to this strategy)