航空公司市场分析报告——优秀的服务低廉的票价.ppt

Southwest Airlines(2009) Outstanding Service at the Lowest Fares Mission Statement (actual) Mission Statement (expanded) Mission Statement Components Competitive Profile Matrix EFE Matrix-Opportunities EFE Matrix-Threats Ratios (12/07) Ratios (12/07) Continued Ratios (12/07) Continued Ratios (12/07) Continued Ratios (12/07) Continued Net Worth Analysis (Year-end 2007) IFE Matrix-Strengths IFE Matrix-Weaknesses SWOT Analysis-Strengths SWOT Analysis-Weaknesses SWOT STRATEGIES-SO SWOT STRATEGIES-WO Hire more part time workers (W1, O11). Add new technology to older planes in order to become up-to-date and accommodate the handicapped (W6, O8). With airline companies selling planes SW can purchase models similar to the 737, which could lead to better press if a problem with the 737 arises (W5, O2). Offer in flight meals for those who meet appropriate requirements based on points received from Visa card usage (W11, O6). Install televisions and satellite radio in planes for enhanced customer service (W10, O7). Provide higher quality and luxuries (first class) in some jets for customers willing to pay extra (W8, O9). SWOT STRATEGIES-ST SWOT STRATEGIES-WT Using the code share with ATA airlines begin offering flight to select areas outside the US including (Cozumel Mexico, Select Canada locations, Paris, London, etc.) Shorten the flight life span of the B737’s in order maintain planes that are consistently up to date with technology. This will allow us to hedge any risk of negative problems arising with the 737’s. Maintaining new equipment allows us to easily liquidate the assets when new items are needed to be purchased. Add new cities not flown to by Southwest such as Atlanta, Charlotte, Chicago, and New York SPACE Matrix SPACE Matrix Grand Strategy Matrix IE Matrix QSPM-STRENGTHS QSPM-WEAKNESSESS QSPM-OPPORTUNITIES QSPM-THREATS RECOMMENDATIONS The QSPM strategies assessed adding 12 new planes to the fleet or retiring older planes. It is recommended Southwest add 12 new