Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
1) As mentioned in the case study, there are some ways Southwest is different than other
commercial airlines, which are its focus on service, operations, cost control, marketing, its
people and the corporate culture.
- Focus on service. For Southwest company, good relationship between passengers and
employees is very important. Southwest members treat each other as members of a big
family, and they have fun together. And as passengers are also part of the family,
Southwest employees have fun with them, too. Southwest tries to hire people with a sense
of humor, someone who really likes people and can make the passengers feel comfortable
with them.
- Operations. First, Southwest did its own ticketing. Second, it did not operate a
hub-and-spoke route system. Next, Southwest generally flew into small, uncongested cities
or small, less congested airports of big cities. Fourth, the airline did not transfer baggage
directly into other airlines (interline baggage). Fifth, Southwest served only snacks and
drinks during the flights. Sixth, Southwest people are very helpful. Seventh, Southwest
flew only Boeing 737 jets. Last, Southwest spent less time to turn an aircraft than its
competitors.
- Cost control. Southwest tried to focus more on cost problems rather than revenue
problems. Its main goal is watching costs carefully and trying to keep their costs as low or
even lower than competitors.
- Marketing. Southwest marketing emphasized price, convenience, and service. It did a
good job at improving public relations as well.
- Southwest people. Southwest did a good job in managing their employees. They used
