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SG Cowen Case. SG Cowen Analysis ... offers. There are many flaws with SG Cowen's
procedure that are indicated in the case. First, there ...
sg cowen case. Southwest Airlines Case Study Prepared by Byron Lilly, Instructor,
Business Department, De Anza College The Instructor ...
... a more attractive site for advertisers, says Jim Friedland, SG Cowen director and ...
Features without first obtaining [permission, such as is the case with search ...
Submitted by webi2000 on February 4, 2008
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Southwest Airlines Case Study
Prepared by Byron Lilly, Instructor, Business Department, De Anza College
The Instructor is grateful to Ryan Stanley of the Foundation for Enterprise Development, and Thomas A. Kochan of the Institute for Work and Employment Research, MIT Sloan School of Management, whose articles were used extensively in the preparation of this case study. See the references at end of this case study for a full citation.
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Company Profile
Southwest Airlines is the fifth largest airline company in America, operating more than 2,100 flights per day and carrying over 44 million passengers a year to 50 different cities all over the United States. Southwest boasts the best on-time record, best baggage handling, and fewest customer complaints in the airline industry and won the industry's Triple Crown award for Best Airline five times in a row from 1992-96. It was founded on a belief that the short-haul passenger and especially the business frequent flyer passenger was not been adequately served by existing airlines. Southwest's initial flights were all meal-less and did not offer any baggage handling. This allowed Southwest to greatly reduce what is called "turnaround time": the time required for a plane to land and take off again. This in turn allowed Southwest to offer lower fares and more frequent flights, which was exactly what the business traveler wanted. Southwest Airline's initial strategy thus illustrates the old dictum: "The key to marketing is to find a(n underserved) need and fill it."
Southwest is the only airline that has made money every year since 1973, and its stock price has reflected its success. An investment of $1000 in Southwest stock in 1973 would be worth over $1.8 million today.
Company Growth and Strategy
Southwest Airlines was formed in 1971 to serve inter-city routes in three Texas cities. By 1998, it had grown to...
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