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SouthWest Airlines Company Analysis

SouthWest Airlines Company Analysis

1. Executive Summary:
a. Overview of the company & strategy
b. Brief summary of key points in the analysis & discussion
c. Statement of key issue
d. Statement of primary recommendation
2. External Analysis of the Environment:
a.Macro Environment Analysis
b.Competitive Industry Analysis:
i.  Identification of Industry Economic Characteristics
ii.  Driving Forces
iii.  Key Success Factors
iv. Analysis of the Five Competitive Forces:
1.Rivalry among Competing Sellers
2.Potential New Entrants
3.Suppliers of Raw Materials, Parts, Components, or Other Resource Inputs
4.Firms in Other Industries Offering Substitute Products
5.Buyers
v. Profitability Assessment
3. Internal Analysis of the Firm
a. Audit of the Firm’s Resources:
i.    Competencies (core & distinctive)
ii.    Strategies Currently in Use
iii.    Diversification Analysis (if necessary)
b. Competitive Advantage:
i.  Competitive Strength Assessment
ii.    Strategic Group Mapping (if necessary)
c. Financial Analysis
d. SWOT Analysis
4. Identification of strategic Issues:
a. Key Issues
b. Most Important or Highest Priority Issue
c. Explain why chosen issue is a strategic concern for the firm
5. Strategic Alternatives & Recommended Action:
a. Given the strategic issue – Identify at least 2 alternatives courses of action  to address the issue:
i. Generics are not acceptable, e.g. hire a consultant, market study, etc.
ii. Advantages (Pros) & disadvantages (Cons) of each alternative
b. Recommended Action (highest priority):
i. Explain rationale for selecting this action
ii. Implementation of Recommended Action
6. Appendices & Exhibits–Back-up your analysis with data-based evidence
a. Include summaries of the most important information in the body of your report
b. Detailed tables and charts should be placed in appendices
c. Reference the detailed information that is in the Appendices
7. Important Points To Remember:
a. Integration is very important
i. Issues and alternative actions should logically follow from the analysis and discussion the body of the report.
ii. Good grammar, spelling, and punctuation are important for readability
b. Specific analyses and discussions (e.g., Financials, SWOT) need interpretation and discussion (what does this mean?)
c. Reference all sources of information and data with proper citations in APA format
d. Check the Final Case Rubric for performance standard percentages

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