Southwest airlines

SOUTHWEST AIRLINES
SOUTHWEST AIRLINES
2012

2012

TECHNICAL SHEET

Title | | Case Brief – Southwest Airlines | | | | Authors | | | Class | | Building Effective Organizations | Teacher | | Jeffrey Kerr | Location | | | Date | | Academic Year 2011/12 – Módule 3May 2012 | Classification recomendations | | | | | |

Confidencial

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SIGNATURE/DATE

This case brief is about Southwest Airlines which is a low fare airline company with more than 40 years old and was the first in the world to appear in the market with this kind of concept. Saying this anyone could think that this airline company is one more in the market with the only objective of give to their customers the possibility to travel at a low price. But Southwest Airlines objective and mission is “dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride and Company Spirit”.
Regarding the decision they must take related with the acquisition of the gates and slots in the LaGuardia airport it’s my opinion that they should do it.
Although this decision can be against their normal strategy (can low their coherence company level), to use only secondary airports near the major cities, to be one of the most congested airport in USA and because of that with a high percentage of delays, to have a very expensive cost of structure, to be the first airport operating with a slot system and the internal airport operations usually are not so efficient, I think that with this acquisition Southwest can profit a lot.
The first point is that, LaGuardia New York airport service would fill a significant gap in Southwest's appeal to corporate buyers. The business travelers will not go to Long Island, more or less 30 miles distance from the city, to take a plane only because