Read the case study, Southwest Airlines: Culture, Values and Operating Practices and also do some additional research on the latest developments in the sector and write a strategic report as per the guiding questions provided. The objective of this assignment is to assess and evaluate the level to which you have achieved the course outcome. b) You are expected to demonstrate your insights and understanding of the subject, give relevant examples where appropriate. Motive your arguments and statements where appropriate. c) Verbatim quotes from textbooks and lecture slides are not encouraged. You may use the rubric provided to structure your strategic presentation.
RUBRIC:
Southwest Airlines in 2008: Culture, Values and Operating Practices Grading section 1 Poor 2 Average 3 Excellent Mark Mark Allocation Introduction 5% Is there anything that you find particularly impressive about Southwest Airlines? Explain. 10% How would you rate Southwest management for the job it has done in crafting the company’s strategy? What is it that you like or dislike about the strategy? Does Southwest have a winning strategy? Motivate. 10% What are the key policies, procedures, operating practices, and core values underlying Southwest’s efforts to implement and execute its low-cost/no frills strategy? Discuss. 10% What are the key elements of Southwest’s culture? Is Southwest a strong culture company? Why or why not? What problems do you foresee that Gary Kelly has in sustaining the culture now that Herb Kelleher, the company’s spiritual leader, has departed? Explain fully. 15% How would you rate Southwest management for the job it has done in implementing and executing the company’s strategy? Which of Southwest’s strategy execution approaches and operating practices do you believe have been most crucial in accounting for the success that Southwest has enjoyed in executing its strategy? Are the any policies, procedures, and operating approaches at Southwest that you disapprove of or that are not working well? 15% What weaknesses or problems do you see at Southwest Airlines? Explain fully. 10% What recommendations would you make to the CEO? 10 Based on the case study, what lessons could South African Airways learn, on its drive to turnaround the national carrier? Motivate. 10 References 5 % TOTAL : (To be converted to a 10% contribution) 100%
CASE STUDY: Southwest Airlines (2008) – Strategy and Profitability
In 2008 Southwest Airlines again turned a profit (its 36th straight year) even as the U.S. aviation industry plunged into crisis. In fact, Southwest had grown into “the nation’s largest domestic carrier (in terms of domestic originating passengers)” by late 2008. Meanwhile, seven major U.S. carriers (Frontier, Aloha, ATA, Skybus, Eos, Champion, etc.) filed for bankruptcy that year. This report examines the key
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