The first challenge is that they follow a business model which offers services at the cheapest price. So, they need to provide more attention to satisfy their customers through innovative policies and good services. They should also expand their list of the number of destination countries as well as the number of flights so that they are able to attract more customers and provide satisfactory services.
The second challenge is that they need to have flexible policies and attractive packages as most of their revenue depends upon the passengers. They need to introduce new ideas and innovative policies to attract customers.
The third challenge is their workforce. They need to hire efficient employees and keep them content by providing benefits and rewards so that they do not quit their jobs. Deficiency in the workforce can slow down the process of providing airline services.
The fourth challenge is that they need to maintain their assets as it is necessary for the growth of the company. They must see to this that they do not have to run under debt and can avoid selling their assets.
The fifth challenge is advertising which increases the expenditure of the company.
Resources of a company refers to the financial, technological, social and organizational factors that drive the company. Capabilities refer to the skills of the company to manage its resources effectively.
Critical Challenges |
Resources and Capabilities |
Strength compared to challenge |
Following the business model |
Provide cheapest and cost-effective services, maximum profit gain |
Strong |
Maintaining highly efficient workforce |
Well-trained workforce, polite to passengers, provides quality services |
Strong |
Increasing the number of airplanes |
Have financial resources to buy more airplanes |
Strong |
Customer service improvement |
Customers are not always satisfied with the services |
Moderate |
Maintenance of assets |
Dependence on passengers for revenue, cheapest airline service |
Weak |
According to the table, there are more strengths than weaknesses of the company. Their business model, efficient workforce and financial assets are the main strengths of the company which has led to its success.
SWOT analysis refers to the Strengths, Weaknesses, Opportunities and Threats to the company.
Strengths:
Weaknesses:
Opportunities:
Threats:
Strengths · Affordable flights · Assets · Good customer service · Empowered employees · Promotion |
Weaknesses · Lesser number of destination countries · Low-cost airline |
Opportunities · Expansion of the number of destinations · Increase in air travel · Technological advancements |
Threats · Fuel price increase · Competition · Heavy regulations |
Strengths · Affordable flights · Assets · Good customer service · Empowered employees · Promotion |
Weaknesses · Lesser number of destination countries · Low-cost airline |
|
Opportunities · Expansion of the number of destinations · Increase in air travel · Technological advancements |
Strengths and Opportunities A1: Buying more airplanes A2: More empowerment to employees A3: Increased collaborations with the governments of other countries A4: Increase in the types of airplanes |
Weaknesses and Opportunities A1: International expansion A2: Expanding revenue base through other forms |
Threats · Fuel price rise · Competition · Heavy regulation |
Strengths and Threats A1: Fuel hedging avoidance A2: Increase in assets through company acquisition A3: Providing more benefits and cost-effective customer packages |
Weaknesses and Threats A1: Fuel hedging avoidance A2: Addressing customer complaints |
The strengths may be increased by acquisition of other companies, responding to customer complaints and empowering the employees. The alternatives to weaknesses may be to expand the business to other countries which would in turn increase the customer base and the revenue base should also be increased to make more profit. The alternatives to opportunities may be buying more airplanes and increase its types so that the spare parts are more widely available and government collaborations may help them to get their hands in other countries. The alternatives to threats may be to avoid fuel hedging and providing exciting and attractive packages to the customers.
The current strategies include-
The company’s mission is to provide affordable and reliable airline services and their vision is to become the most efficient, loved and profitable airline service (Southwest Airlines, n.d.). All of the above mentioned strategies have contributed to its success.
The strategies of the company did not fully grasp the chances of opportunities. As the chances of air travel are increasing, they should exploit their assets in buying more aircrafts. They can also increase the list of the number of destination countries to attract more people.
The strategies of efficient hiring and maintaining good customer relations have impacted it massively. People go back to avail their services repeatedly. The point-to-point transit system is also time effective and makes transportation easier.
The company provides low-cost services, hence, to cut down its cost it has adopted the policy of one aircraft model. Their differentiation strategy has made them stand out in the competitive market. As the fuel prices are increasing, fuel hedging may give them long-term benefits. As it depends on passengers for revenue, the time saving strategy of the point-to-point transit system helps them to attract them more.
The strategies have not been implemented in a consistent way as there have been complaints from customers that they have received rough behaviour when they were late. Only a few of the applied candidates get hired by the company each year, so, there are not many opportunities for all.
The company’s cheap services, hiring procedure and point-to-point transit system have sustainable advantages.
The deficiencies in their strategies would be-
The most critical issues faced by the company and are not addressed well by the company’s strategies are-
References
Herrera García, A. (2017). Alternative Solutions to Airport Saturation: Simulation models applied to congested airports. International Transport Forum Discussion Paper. https://www.itf-oecd.org/sites/default/files/docs/alternative-solutions-airport-saturation-simulation-models.pdf
Salas, E. (2021). Southwest Airlines Co.’s total assets from FY 2010 to FY 2020 (in million U.S. dollars). Statista – The Statistics Portal. https://www.statista.com/statistics/419346/total-assets-of-southwest-airlines/#:~:text=Total%20assets%20of%20Southwest%20Airlines%202010%2D2020&text=In%20the%20fiscal%20year%20of,around%2034.6%20billion%20U.S.%20dollars.
southwest.com. Southwest Airlines | Book Flights, Make Reservations & Plan a Trip. https://www.southwest.com/html/about-southwest/careers/culture.html#:~:text=Our%20Purpose%3A%20Connect%20people%20to,efficient%2C%20and%20most%20profitable%20airline
Miminoshvili, A. (2022). Travel’s Theme for 2022? ‘Go Big’. The New York Times. https://www.nytimes.com/2022/02/15/travel/trends-spring-2022.html
Koenig, D. (2022). Incoming CEO at Southwest Air Faces Numerous Challenges. The US News. https://www.usnews.com/news/business/articles/2022-01-10/incoming-ceo-at-southwest-air-faces-numerous-challenges#:~:text=By%20Associated%20Press-,Jan.,2022%2C%20at%2010%3A31%20a.m.&text=DALLAS%20(AP)%20%E2%80%94%20Robert%20Jordan,it%20a%20much%20smaller%20company.
Cote, R. (2018). Leadership Analysis: Southwest Airlines-Herb Kelleher, CEO. Journal of Leadership, Accountability & Ethics, 15(1). https://t.www.na-businesspress.com/JLAE/JLAE15-1/CoteR_15_1.pdf
Fu, X., Jin, H., Liu, S., Oum, T. H., & Yan, J. (2019). Exploring network effects of point-to-point networks: An investigation of the spatial patterns of Southwest Airlines’ network. Transport Policy, 76, 36-45. https://doi.org/10.1016/j.tranpol.2019.01.004
Ren, J. (2020). Fare impacts of Southwest Airlines: A comparison of nonstop and connecting flights. Journal of Air Transport Management, 84, 101771. https://doi.org/10.1016/j.jairtraman.2020.101771
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