Rubric for Case Notes: Southwest Airlines
Skill Development
Case Analysis Tasks
Learning Outcomes
Concepts and Analytical Tools
Stellar:
Mastery demonstrated by full
engagement in task, original ideas, and
value-added discoveries
Score
D C B B+ A- AA+
Review and synthesize facts of
the case
Assessment of industry conditions,
rivalry, and profitability
Exceeds expectations and expertly evaluates
the likely impact of recent developments
and impending change on industry
profitability and rivalry in the future.
Demonstrate command of
relevant concepts and analytical
tools applicable to the case
Review of business-level strategy and
effectiveness in the marketplace
Exceeds expectations and thoughtfully
identifies on-time performance and rising
costs as strategic elements that need to be
addressed.
Evaluate and discuss the
organization’s current situation or
existing industry conditions
Review of AirTran acquisition and
potential for international expansion
Exceeds expectations and insightfully
assesses the merits and concerns of using
the acquisition to launch an international
expansion strategy.
Identify conclusions that can be
drawn from the analysis
Assessment of competitive advantage
and the need for a change in the
company‘s business-level strategy
Exceeds expectations, successfully defining
strategic groups and arguing for or against
integrating differentiated features into the
company‘s business strategy.
Deliver conclusions (written, oral,
or discussion)
Discussion and communication of
analysis results through written report,
oral presentation, and/or team
participation
Exceeds expectations and delivers insightful
contributions from the analysis that
demonstrate mastery of skills and concepts.
Identify viable strategic options
Generates strategic alternatives that
will secure the company‘s continued
success under evolving industry
conditions
Exceeds expectations, expertly emphasizing
the keys to continued growth and
sustainability of the company‘s competitive
advantage.
Weigh relevant decision-making
factors
Specifically factors important variables
into strategic decision making
Exceeds expectations and conducts an
intricate weighted analysis of the factors
relevant to Southwest Airlines’ strategic
decisions.
Build a position in support of
recommended strategic action
Presents convincing evidence to back
strategy selection and recommendations
Exceeds expectations and develops an
integrated strategy to reinforce the high cost
of imitation and to foster internal
innovation.
Deliver conclusions and
recommendations (written, oral,
or discussion)
Uses written report, oral presentation,
and/or team participation to
communicate assessment and proposed
business strategy
Exceeds expectations and delivers insightful
contributions from the assessment that
demonstrate mastery of skills and concepts.
Analysis deeply explores the opportunities
and challenges presented by Southwest
Airlines’ acquisition of AirTran.
Analysis excludes some of the opportunities
and/or challenges presented by Southwest
Airlines’ acquisition of AirTran.
Analysis includes some of the opportunities
and challenges presented by Southwest
Airlines’ acquisition of AirTran.
Convincing evidence to support
recommended strategic action is missing.
Assessment and/or business strategy
recommendations are incomplete.
Discussion and/or conclusions from the
analysis are absent or incomplete.
Significant discussion and conclusions from
the analysis are delivered.
Excellent discussion and strong conclusions
are drawn from the analysis.
Does not adequately identify relevant
strategic considerations and/or define
suitable strategic alternatives to address
impending changes in the airline industry.
Identifies relevant strategic considerations
and defines suitable strategic alternatives to
address impending changes in the airline
industry.
Identifies important strategic considerations
and well-developed, feasible strategic
alternatives to address impending changes in
the airline industry.
Situation Analysis
Strategic Options and Decisions
Analysis does not fully and/or accurately
assess the industry’s profit potential and/or
intensity of rivalry using the five forces
model of competition.
Analysis sufficiently assesses the industry’s
profit potential and intensity of rivalry using
the five forces model of competition.
Excludes important factors that should be
weighed in the strategic decision-making
process.
Assessment does not accurately evaluate
competitive advantage sustainability and/or
provide suitable recommendations for
addressing industry change.
Presents good evidence in support of
recommended strategic proposals.
Significant assessment and business strategy
recommendations are delivered.
Scoring Criteria for Levels of Performance
Analysis fully and accurately assesses the
industry‘s profit potential and intensity of
rivalry using the five forces model of
competition.
Thoroughly describes important factors that
should be weighed in the strategic decision-
making process.
Presents strong and meaningful evidence in
support of recommended strategic proposals.
Excellent assessment and strong business
strategy recommendations are delivered.
Below Expectations:
Shows no evidence of or significant gaps
in understanding
Meets Expectations:
Demonstrates acceptable level of
understanding and competency
Exceeds Expectations:
Demonstrates high level of
understanding and competency and
makes relevant contributions
Assessment evaluates the sustainability of
the company’s competitive advantage and
provides suitable recommendations for
addressing industry change.
Includes important factors that should be
weighed in the strategic decision-making
process.
Assessment thoughtfully evaluates
competitive advantage sustainability and
provides strong recommendations for
addressing industry change.
Analysis does not adequately discuss the
company‘s business-level strategy, its record
of success, and/or how it performs against
competitors.
Analysis adequately discusses the company‘s
business-level strategy, its record of success,
and how it performs against competitors.
Analysis thoroughly discusses the company‘s
business-level strategy, its record of success,
and how it performs against competitors.
Weight
Evaluator Comments
Total Score