INTRODUCTION RollinKing and his attorney Herb Kelleher launched an airline called SouthwestAirlines in 1971 with a simple idea which is ensuring with a reduced air faresthat passengers enjoy their flights and arrive at their destinations on time,will make more passengers patronise the airline. It is traded in New York StockExchange (NYSE) as LUV and is also called the LUV Airline because it isoperated from Love field in Dallas, U.S.A (InvestorRelations on Southwest Airlines, 2018).
TheAirline’s purpose is to connect people to what is important in their livesthrough considerate, credible and reduced air fares (The Rise of Southwest Airlines, 2009).Tobecome the world’s most loved, most flown and most profitable airline is thevision of the airline (The Rise ofSouthwest Airlines, 2009).SouthwestAirlines value is to have Warrior Spirit, Servant’s Heart and Fun-LUVing Attitude;and ensure Safety and Reliability; Friendly Customer Service and Reduced Costs(Southwest Airlines, 2016).Highestquality service filled with warmth, friendliness, individual pride and companyspirit provided to customers is the mission of Southwest Airlines (The Rise of Southwest Airlines, 2009).
All job positions in the airline provide customer service irrespective of thejob title.PHILOSOPHYAND CULTURE ThePhilosophy of Southwest Airlines is by treating customers honestly and fairly;and the low fares of flights actually staying low. This kind of PurposedPhilosophy which was practiced by Southwest Airlines was called Tranfarency (Investor Relations on Southwest Airlines,2018).Theculture of Southwest Airlines is very unique one which was developed at theinception of the Airline. Colleen Barrett who is presently the President Emeritusof Southwest Airlines, created the Southwest Culture Committee in 1990. Thegoal of this committee is to help create, enhance and enrich the SouthwestSpirit and culture (Srinivasan, 2018).
LEADERSHIPSTYLE AND CORPORATE STRATEGY Theleadership style of Southwest Airlines is unconventional in which everyoneworking in the airline make management decisions not regarding their position.This leadership style was introduced by Herb Kelleher and employees areencouraged to think freely (AdvanceBusiness Consulting on The Rise of Southwest Airlines, 2009).Theairlines practice corporate strategy in which the employees on the top aresupported by the upper management which are at the bottom. This strategy iscalled upside-down pyramid (AdvanceBusiness Consulting on The Rise of Southwest Airlines, 2009). HUMAN RESOURCE STRATEGY Accordingto Southwest Mission Statement, the Airline is devoted in giving their employeea secure job habitat, in addition, convenience for individual growth anddevelopment. Within the airline, all workers are shown respect, love and carewhich they share with every customer (Srinivasan, 2018).
Recruitingin Southwest Airline is very crucial and unique in that it involves searchingfor people that possess the right attitude and will survive in the Southwestculture (Srinivasan, 2018). BUSINESS STRATEGY SouthwestAirline success is due to low operational cost (low labour cost and low fuelcost), excellent customer service, excellent employee relations and workculture as below:1. Southwestairline lowers their travel delay by flying to auxiliary or smaller airports2. The airline also fuel hedge to minimize thecost of fuel utilized thereby maximizing profit.3. Theyoperate short haul flights by operating point-to-point flight service.4.
Theyutilize the same type of aircraft (Boeing 737) thereby reducing the cost ofmaintenance.5. Theyintroduced bar codes in their boarding passes which automatically match thenumber of passengers that actually board the airline to the number of boardingpasses without having to check through and log into different software (Srinivasan,2018).CONCLUSION Southwest Airline is a paradigm of an organization focusedon exceptional customer service, inventive HR administration hones and low coststrategy.
For operational perfection, the airline has been observed as aparadigm in its industry. We trust this report on this case study reveal thatthe Southwest operations, as a major aspect of its corporate strategy, makes ithave an edge over its counterparts (Srinivasan, 2018).LIST OF REFERENCES Accessed onlineInvestor Relations on SouthwestAirlines 2018, accessed 21 January 2018,