View
3.253
Download
5
Category
Preview:
DESCRIPTION
Citation preview
Southwest AirlinesSouthwest Airlines
9 July 20059 July 2005
History ofHistory of Southwest Airlines Southwest Airlines
�� 19671967 ����ก�� �������ก�� ���
�� 19711971 ������������������������ TexasTexas ������� ������������� ������ 33 "#$"#$
�� 19731973 �%�ก"�&'()ก$�"��$�$ �*�"���+��,�+��-$ก�.�/0���%�ก"�&'()ก$�"��$�$ �*�"���+��,�+��-$ก�.�/0�� ��'&ก'1�������'&ก'1����� /"2'&ก�'1������/"2'&ก�'1������
�� 19771977 �#$,&���0�$-�'2��1���� "$�,&���#$,&���0�$-�'2��1���� "$�,&�� Down Jones (Down Jones (LUVLUV))
Gary KellyHerb Kelleher
History ofHistory of Southwest Airlines Southwest Airlines
�� 19791979 0�$��=��'$�ก$������ก��ก���0�$��=��'$�ก$������ก��ก��� Texas Texas
�� 19901990 �?@�=$����,"�ก0��?�2�'A�?@�=$����,"�ก0��?�2�'A 1�$�B��=.�$กก��$1�$�B��=.�$กก��$ $$11 D��"�$�D��"�$�
�� 19941994 ��ก�-ก$�ก����ก�-ก$�ก�� Morris Air Morris Air /"2�����,����ก$�/"2�����,����ก$� TicketlessTicketless TravelTravel
�� 19961996 �������ก$�-�� �*�O�$��������ก$�-�� �*�O�$� www.southwest.comwww.southwest.com
�� 20002000 �?@�=$�ก$������กU)�,V��������?@�=$�ก$������กU)�,V������� 55 0��=,���X0��=,���X
�� 20052005 1D��ก�$�1D��ก�$� 31,00031,000 ���� ��� ��������� ������ Boeing Boeing 429429 "#$"#$ �����&�����& 6060 � ��� �� 3131 ������
Airlines IndustryAirlines Industry ’’s Fact s Fact withwith Southwest AirlinesSouthwest Airlines
�� ���������������� ��������������ก������������������ ��������������ก�� ““TheThe lowestlowest costcost
providerprovider inin thethe industryindustry””
�� ��������ก����������ก�� �������������� �ก�� !�����"��������������� �ก�� !�����"� �� �������#�ก�$�%�!���!��������#�ก�$�%�!���!� "�����ก�����&��%!�ก���'������(��"�����ก�����&��%!�ก���'������(�� ExpressExpress wayway
�� ������ ���()������������ ���()������ ��)*+�"�� ���������ก��)*+�"�� ���������ก ����()�������ก����()�������ก �� ��� �����,�����&ก��� �����,�����&ก ()�� �� �������ก()�� �� �������ก�� � ��!�)$������� ����ก����ก��ก� ��!�)$������� ����ก����ก��ก ���� )�������()�,�ก����-������� )�������()�,�ก����-��� �� � ),!���ก� ),!���ก ���� )!������ก������ )!������ก�� �ก��ก��ก&��!�.%�!�!��ก��ก��ก&��!�.%�!�!�
Southwest Strategies Southwest Strategies
1. ก$���กU$�2��� ��'&��,���.����2��� �#$��.��=�
4. -���-����ก$����,$����U�'������$�2���2���B���$-2�?@�%����A�U�ก�-0+��,� �"�
2. ก$� ��=���-'1��1D����#$����ก$�'1������\�0��O.����,$�/"2���U�'3. ก$����������ก$�/"2D�]�$=����,�^ ���$�=�#$�=�
Low Cost Airlines in IndustryLow Cost Airlines in Industry
Domestics AirlinesDomestics Airlines�� Jet Blue AirwaysJet Blue Airways�� TravelocityTravelocity�� Air Tran AirwaysAir Tran Airways
International AirlinesInternational Airlines�� RyanairRyanair -- IrelandIreland�� Easy Jet Easy Jet -- UKUK�� Virgin Blue Virgin Blue �� AustraliaAustralia�� Air Asia Air Asia �� MalaysiaMalaysia�� NokNok Air Air -- ThailandThailand
Overall US Airlines Overall US Airlines Performance in 2004 Performance in 2004
0
10
20
30
40
50
60
70
80
90
Millions
American
Americ
a Wes
t
Contin
enta
l
Delta
Northw
est
South
west
United
US Airw
ays
Domestic Passengers Carried
Southwest 34Southwest 34 --Year Year Comparison Comparison
313,000,000433,400,000(3,753,000)Net Income (Losses)
6.5 billion4.2 billion2,133,000Total Operating Revenues
1,022,000602,5786,051Number of trips flown
59553Number of cities served
70,900,00052,600,000108,554Number of passengers carried
31,00029,005195Number of Employees
4173064Size of Fleet
200419991971
Question 1Question 1
�� :;<=>=?<กABCกD<กEBFGHCID>กD<JK;:;<=>=?<กABCกD<กEBFGHCID>กD<JK; SouthwestSouthwest L<=IJL<=IJLMNODPQD;กROSD>TUVWGPWQD;กD<FGHCID>กD<JK;:OSE:;<GXLMNODPQD;กROSD>TUVWGPWQD;กD<FGHCID>กD<JK;:OSE:;<GX ?Y=:ZQ[\YD:;กD<]BC<QBC_C?Y=:ZQ[\YD:;กD<]BC<QBC_C 33 LaLa TbD:OQ[กKPLMNODPQD;TbD:OQ[กKPLMNODPQD;กD<[CK;FDSSDPQ\>กD<[CK;FDSSDPQ\>
At the beginning, what forces in the At the beginning, what forces in the environment most affected Southwest Airlines, environment most affected Southwest Airlines, and what opportunity was Southwest founded and what opportunity was Southwest founded to take advantage of?to take advantage of?
�� Opportunity which Southwest founded to take Opportunity which Southwest founded to take advantage ofadvantage of
–– Southwest Southwest SBC[Oc;YdETDC\EDSBC[Oc;YdETDC\ED ID>กD<JK;<DWD_dกTUVSUID>กD<JK;<DWD_dกTUVSUกD<:OQJ<KกD<TUVPUกD<:OQJ<KกD<TUVPU F<CFEB[\YDF<CFEB[\YD >GC[Le;IKVCTUVBfFIDOก<<S>GC[Le;IKVCTUVBfFIDOก<<SID>กD<JK;FQBCกD<ID>กD<JK;FQBCกD<
–– SouthwestSouthwest gPQhQDCidQJ<KOD<?Y=j;GกCD;TUVSUgPQhQDCidQJ<KOD<?Y=j;GกCD;TUVSUL<=IJกD<klhDกID>กD<JK;BmV;:;<=>=?<กABCกD<[<KVSL<=IJกD<klhDกID>กD<JK;BmV;:;<=>=?<กABCกD<[<KVSJK;JK;
–– SouthwestSouthwest IDSD<_nmHB[W<mVBCJK;IDSD<_nmHB[W<mVBCJK; Boeing 737Boeing 737 --200 200 gPQgPQ:;<DWD_dก:;<DWD_dก [;mVBChDกTDC[;mVBChDกTDC Boeing Boeing iYKFg\Q[กK;BBiYKFg\Q[กK;BB[PB<l[PB<l
Question 1Question 1 (continue) (continue)
Question 2Question 2
�� กD<FGHCF;\EDh=ID>กD<JK;TUVWEDoP>ID<_dกTUVIfPกD<FGHCF;\EDh=ID>กD<JK;TUVWEDoP>ID<_dกTUVIfP JK;F<CJK;F<C[\YD?Y=[<c\[\YD?Y=[<c\ oP>กD<<GกpD<=PGJFQ;Tf;:OQB>dE:;<=PGJFVbDoP>กD<<GกpD<=PGJFQ;Tf;:OQB>dE:;<=PGJFVbDB>dE[ISBB>dE[ISB
�� h<KChGC:;กD<J<KOD<J<KpGTPQ\>W\DS<=SGP<=\GCgSE\EDh=h<KChGC:;กD<J<KOD<J<KpGTPQ\>W\DS<=SGP<=\GCgSE\EDh=[Le;ZE\C[q<pXกKhAH;O<mBYC[Le;ZE\C[q<pXกKhAH;O<mBYC
How would you chart the development of How would you chart the development of SouthwestSouthwest ’’s businesss business --level strategy over time?level strategy over time?
Question 2Question 2 (Continue) (Continue)
BusinessBusiness --level strategy over timelevel strategy over time
�� [YmBก:ZQ[W<mVBCJK;[rjD=[YmBก:ZQ[W<mVBCJK;[rjD= Boeing Boeing <fE;<fE; 737 737�� :ZQกY>fTslกD<YP<DWDFGt\oP>ID<:ZQกY>fTslกD<YP<DWDFGt\oP>ID<�� YPFQ;Tf;oP>กD<FGPJ<KกD<FEDCuYPFQ;Tf;oP>กD<FGPJ<KกD<FEDCu TUV[กK;W\DShbD[Le;BBกTUV[กK;W\DShbD[Le;BBก�� [YmBก:ZQI;DSJK;[Ycก[YmBก:ZQI;DSJK;[Ycก OYUก[YUV>CกD<:ZQ<=JJOYUก[YUV>CกD<:ZQ<=JJ HubHub--andand--Spoke Spoke
[OSmB;ID>กD<JK;BmV;[OSmB;ID>กD<JK;BmV; oP>:ZQ<=JJoP>:ZQ<=JJ PointPoint--toto--Point Point ?T;?T;�� LxKJGFKFEBj;GกCD;B>EDCPULxKJGFKFEBj;GกCD;B>EDCPU ?Y=\Gy;s<<STUVPU:;กD<TbDCD;?Y=\Gy;s<<STUVPU:;กD<TbDCD;�� gPQTbDกD<AD>FGt\oP>ID<[BCTGHCOSPgPQTbDกD<AD>FGt\oP>ID<[BCTGHCOSP gSESUกD<AD>iED;FG\?T;gSESUกD<AD>iED;FG\?T;�� gSE:OQW\DSIbDWGNSDก;Gก[กUV>\กGJWEDTbDกD<FYDPgSE:OQW\DSIbDWGNSDก;Gก[กUV>\กGJWEDTbDกD<FYDP�� กD<FGPIK;:hTUVPUj<QBSPbD[;K;กD<TUV<\P[<c\ABCidQJ<KOD<กD<FGPIK;:hTUVPUj<QBSPbD[;K;กD<TUV<\P[<c\ABCidQJ<KOD<
Question 3Question 3
�� W\DSLYBPzG>:;กD<[PK;TDCW\DSLYBPzG>:;กD<[PK;TDC (Security)(Security)
�� <DWDWEDFGt\oP>ID<<DWDWEDFGt\oP>ID< (Ticket price)(Ticket price)
�� W\DSjCjB:hABCidQoP>ID<W\DSjCjB:hABCidQoP>ID< (Customer satisfaction)(Customer satisfaction)
�� WEDJbD<fC<GกpD[W<mVBCJK;:;<=>=>D\WEDJbD<fC<GกpD[W<mVBCJK;:;<=>=>D\ (Aircraft Maintenance)(Aircraft Maintenance)
�� W\DS<\P[<c\?Y=F<CFEB[\YDW\DS<\P[<c\?Y=F<CFEB[\YD (Air(Air--Traffic Delays)Traffic Delays)
What kinds of dynamics characterize What kinds of dynamics characterize competition in the airline industrycompetition in the airline industry
Question 4 & Question 5Question 4 & Question 5
�� FBก>HbDFBก>HbD Brand Brand ||Southwest AirlinesSouthwest Airlines}}
�� FQBCWC<=PGJWfkzDjABCกD<J<KกD<TUVPUg\QFQBCWC<=PGJWfkzDjABCกD<J<KกD<TUVPUg\Q
�� TbDTbD Vertical Integration Vertical Integration
�� TbDTbD Horizontal Integration Horizontal Integration
If you were the CEO of Southwest Airlines. If you were the CEO of Southwest Airlines. What would be your action plan in the future?What would be your action plan in the future?
What do you think the future holds for What do you think the future holds for Southwest?Southwest?
Question 4 & Question 5Question 4 & Question 5(continue) (continue)
�� [jKVS<dL?JJกD<:OQJ<KกD<TUV?LYก:OSE[jKVS<dL?JJกD<:OQJ<KกD<TUV?LYก:OSE
�� [jKVSกYfESYdกWQDFYDPJ;JQDC[jKVSกYfESYdกWQDFYDPJ;JQDC
�� W\<TbDกD<TPYBCJK;<=>=gกYSDกAH;W\<TbDกD<TPYBCJK;<=>=gกYSDกAH;
�� ODjG;sSKF<:;กD<PbD[;K;sf<กKh[jKVS[FKSODjG;sSKF<:;กD<PbD[;K;sf<กKh[jKVS[FKS
Thank you very much.Thank you very much.
Recommended