Southwest Airlines in 2008 :Culture, Values, and Operating Practices

Manajemen StrategikAKM 14 – 1S & SK 14 – 1S

Dian Permata Sari – 1406515021Paula – 1406515324Yudi Prawira – 1406515482

I. Introduction► Airlines Industry since 1971► Always record profit from 1973 – 2009

with condition :- Downturn airlines industry 1990 – 1994- Economic recession- Price war- Energy crisis- Terorist

Company Background

Major Competitive in U.S. Airlines Indutry

I. Introduction► Recruitment stewardess► Free alcoholic beverage► Love campaign for enjoyable and fun customer experience

Route > Love TrianglePlane > Love BirdBeverages > Love Potionetc

► Increase more flight without more planeLoad in 10 minutes

► Competitive flight fareWeekdays before 7:00 PM $26 others $13

► Moving from Houston Intercontinental Airport to Houston Hobby

► Fill Empty Seat With $13

Gain Market Visibility

I. IntroductionCorporate Strategy Low cost

Simple Fare StructureBusiness Select Fare

Promotion Event Fare

Frequent Flyer Program

Customer Experience - Customer Touch Point

2008The mission of Southwest airlines is dedicated to the highest quality of Customer Service

delivered with a sense of warmth, friendliness, individual pride , and company spirit.

I. IntroductionImplement and Execution Strategy

► Operate only one type of Aircraft – Boeing 737► Operate with ticketless travel► Operate in medium size cities► Effective and efficient loading passengers► No business class► Durable seat cover► Hedging contract for fuel ► Modified aircraft► Implementation system and technology in data flow for

efficiency customer services

Question

Thank You