Southwest美国西南航空案例分析

STRATEGIC MANAGEMENT AND BUSINESS POLICY 2011/International MBA in Hong Kong

STRATEGIC MANAGEMENT AND BUSINESS POLICY

FALL 2011

GUIDELINES FOR CASE ANALYSIS “SOUTHWEST AIRLINES 2008”

A. Project Objective

The goal for the case study activity - to apply basic ideas of the course to the analysis of a company’s sources for competitive advantage in an unattractive industry and winning strategic moves. The systemic assessment of Southwest Airlines’ situation, its innovative business model, and decisions that made it the industry leader will result from this assignment. The findings will be applied to the course introduction (discussion on competitive advantage and winning moves) as well as to the follow-up units focusing on industry organization and on generic strategies.

B. Deliverables

The project is completed individually ∗

. It is a creative essay (about 1500 words) based on the analysis of the case Inkpen, A. (2008) Southwest Airlines 2008 (TB0041). The case displays the industry business landscape, the firm’s distinctive business model, and explores the sources of competitive advantage. Students formulate their vision of the company’s growth strategy and address the following questions:

Southwest Airlines was able to attract customers better than its competitors, in the other words, what made its competitive advantage? NOTE: define (a) competitive advantage from the customers’ Would you consider the airline industry as attractive to compete in? NOTE: explore opportunities and threats for being in the industry.

Why Southwest Airlines was able to grow into the industry leader? NOTE: make five key statements and provide supporting arguments for each statement.

Why perspective (“why passengers are willing to fly Southwest Airlines?”) and (b) sources for advantage/factors that contribute to each highlighted advantage.

C. Submission

Each student studies the case Southwest Airlines 2008, analyzes data and qualitative information about the firm and its competitive environment, summarizes findings, and submits the paper to the course instructor on October 15, 2011 (before the class case discussion). No late papers will be accepted. Individual submissions are posted on ICON after the case discussion in the class.

D. Presentation

Each student will contribute to the class discussion of the case on October 15, 2011.

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The case text is sufficient for completing the assignment, however it is advisable to visit Southwest Airlines’ web site and review 10-K filings.