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Southwest Airlines Co. Case Prepared By: Corey Daigle, Seth Fraser, and Megan Foreman. Overview. Southwest Airlines – Who we are, What we do, and How we got here Mission and Vision Internal Assessment - Financial Condition - IFE Matrix External Assessment - EFE Matrix

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Southwest Airlines Co.


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  1. Southwest Airlines Co. Case Prepared By: Corey Daigle, Seth Fraser, and Megan Foreman

  2. Overview • Southwest Airlines – Who we are, What we do, and How we got here • Mission and Vision • Internal Assessment - Financial Condition - IFE Matrix • External Assessment - EFE Matrix - CPM Matrix • Strategy Formulation - SWOT Matrix - Space Matrix - IE Matrix - Grand Strategy Matrix - QSPM Matrix - Matrix Analysis • Strategic Planning for the Future • EPS/EBIT • Implementation • 2004 Financials • Southwest in the News

  3. Southwest Airlines Co. • Headquarters: P.O. Box 36611 2702 Love Field Drive Dallas, TX 75235 Phone: 214-792-4000 Stock Symbol: LUV (NYSE) • all graphics and information found on Southwest Airlines website at www.iflyswa.com or www.southwest.com

  4. Who We Are and What We Do • Major domestic airline that provides short haul, high frequency, point-to-point, low fare service • Incorporated in Texas and commenced Customer Service on June 18, 1971 with 3 Boeing 737 aircrafts serving 3 cities – Dallas, Houston, and San Antonio • Today, SW operates over 400 Boeing 737 aircrafts in over 59 cities • Lowest operating cost structure in the domestic airline industry and consistently offers the lowest and simplest fares

  5. Fun Facts In 2004, SW served: 49 million cans of soda, juices, and water 8.1 million alcoholic beverages 3.3 million bags of pretzels 95.3 million bags of peanuts

  6. Innovation • 1st airline to offer a profit-sharing plan to employees beginning in 1979, employees now own about 10% of company stock • 1st major airline to offer “ticketless” travel system-wide • 1st major airline to enter information superhighway by creating its own web page • 1st airline to offer online booking

  7. How We Began 32 years ago, Rollin King and Herb Kelleher got together and on a cocktail napkin they came up with a simple notion that turned into the 4th largest airline - If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline.

  8. Existing Mission Statement The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

  9. New and Improved The mission of Southwest Airlines is to provide excellent customer service and timely air travel at an affordable price for markets in the United States. We commit ourselves to the highest standards of integrity in doing what is best for our passengers, the airline industry, our employees and our stockholders. By using the latest technology in engine maintenance, we ensure safety, efficiency, and keep fuel emissions below governmental regulations. Through this mission, we at Southwest ensure high company spirit and long term financial prosperity.

  10. Vision Statement To provide the most affordable, reliable, and comfortable air transportation in the world.

  11. Delta’s Vision Since the founding of Delta Air Lines, our company has stood for safe and reliable air transportation, distinctive customer service, and hospitality from the heart. Our vision is for Delta to build on its traditions and always to meet our customers’ expectations while taking service to even higher levels of excellence. We are a leader in a business we know best—airline transportation. We intend to be an even greater company and will focus our time, attention, and investment on building that leadership. We are dedicated to being the best airline in the eyes of our customers. We will provide value and distinctive products to our customers, a superior return for investors, and challenging and rewarding work for Delta people in an environment that respects and values their contributions. * From www.delta.com

  12. Financial ConditionOverall Posted a profit for 31st consecutive year Airline industry as a whole suffered a net loss for 3rd consecutive year

  13. Strong Financials (End of 2003) - 1.87 billion in cash on hand - fully available bank revolving credit of 575 million - unmortgaged assets of over 5 billion - debt to capital ratio of less than 40% (includes leases as debts) * From 2003 Annual Report

  14. Net Income increased 83.4% in 2003 • Operating Revenue increased 415 million (7.5%) 400 million (7.5%) increase in passenger revenues 5.6% increase in revenue passenger miles 4.2% increase in added capacity as measured in available seat miles Addition of 13 aircrafts in 2003 * From 2003 Annual Report

  15. Key Financial Ratios

  16. Stock Information

  17. LUV compared to Airline Industry

  18. Net Worth Analysis Cash Value of Southwest Airlines at year-end 2003 • Equity + PIC + RE = $4930 • Net Income x 5 = $2210 • SP (14.5)/EPS(.66)xNI(398) = $8879 • # Shares Outstanding x SP = $11446 Method Average = $6886

  19. Strengths / Weaknesses Strengths – 1. High capacity usage 2. Named the best low cost airline leader for the last three consecutive years 3. Diversity in upper management 4. Revenues increase by 8 percent to 5.94 billion in fiscal year 2003 5. Net income increased 83 percent to $402 million in fiscal year 2003 6. Dominates the short haul segment of airline industry 7. Fourth largest domestic airline 8. In 2003 Southwest posted a profit for the 31st consecutive year

  20. Weaknesses – 1. No international flights 2. No segmented seating 3. Dependent on a single producer 4. Lack of exposure towards online booking agencies 5. Four out of five employees are members of the union 6. Carry a small amount of freight and cargo 7. Do not use chat communication such as e-mail 8. Do not offer morning flights

  21. External Audit Opportunities • National and international markets • Growth of older generation • Industrial research and development • Growth of Hispanic population 5. New technology opens the door for new products/services • Increased Internet advertising • Longer flights 8. Growth of business and leisure travel

  22. Threats • Decline of leisure travel due to economy and terrorism 2. Competing online ticket reservation systems. • New government regulations that make operations costlier. • Demand for air travel has dropped sharply since September 11th. • Gas and oil price fluctuations. • Terrorist attacks. • Increased restrictions to limit noise (including restrictions on types of aircraft used and limits on number of operations) 8. Annual airline security costs have increased.

  23. EFE Matrix

  24. Competitive Profile Matrix

  25. SWOT

  26. SPACE Matrix • Y axis • Financial strength +5 +1 worst to + 6 best Y axis: 5 + (-3) = 2 • Environmental stability -3 -1 best to –6 worst • X axis • Industry strength 3 1 worst to 6 best X axis: 3 + (-2) = 1 • Competitive advantage -2 -1 best to -6 worst

  27. IE Matrix • Segment Revenue EFE IFE • Passenger $5.4 B 3.34 3.32 • Freight $1.1 M 3.20 3.80

  28. Strong Average Weak 3.0 to 4.0 2.0 to 2.99 1.0 to 1.99 High I II III 3.0 to 3.99 Freight Southwest Medium IV V VI The EFE Total Weighted Score 2.0 to 2.99 Passenger Low VII VIII IX 1.0 to 1.99 Grow and Build Segment Revenue EFE IFE Passenger $5.4 B 3.34 3.32 Freight $1.1 M 3.20 3.80

  29. Grand Strategy Matrix RAPID MARKET GROWTH Quadrant II Quadrant I WEAK COMPETITIVE STRONG POSITION COMPETITIVE POSITION 1. Concentric diversification Southwest 2. Conglomerate diversification 3. Horizontal diversification Quadrant III Quadrant IV 4. Joint venture SLOW MARKET GROWTH

  30. Matrix Analysis and SWOT summary • Alternative Strategies IE SPACE GRAND COUNT • Forward Integration X X 2 • Backward Integration X X 2 • Horizontal Integration X X 2 • Market Penetration X X 2 • Market Development X X 2 • Product Development X X 2 • Concentric Diversification X X 2 • Conglomerate Diversification X X 2 • Horizontal Diversification X X 2 • Joint Venture X 1 • Retrenchment • Divestiture • Liquidation

  31. Strategic plans for the future • Southwest Airlines should expand into Mexico. • Expand into Canada • Expand domestically

  32. EPS/EBIT Analysis Amount Needed $1,000M Interest 5% Tax Rate 38% Share Price $7.20 Shares Outstanding 770M

  33. EPS/EBIT Analysis

  34. Implementation • Objectives 5 Year Plan Increase domestic routes to include 80% of the continental United States Increase operating revenue by addition of more aircrafts 10 Year Plan 1st in industry for short-haul flights

  35. 2004 Financial Condition • Operating Revenue $6.53 billion • Net Income $313 million • EPS $.40 • Total Debt $1.7 billion

  36. Southwest in the News