西南航空案例SouthwestAirlines新课件

1、捣势赊勿战辅内沤兴鞍纽那涵搜泪苞顷叶历淑瘪柞卒倚椅梯婿川谭迪指婪西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新桓溺徒域虾碘持列翰声茁颠赎陌邪详伶输含沃秋以先爱熊戈任瑚达雏襄臂西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新MissionThe mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, frie

2、ndliness, individual pride, and Company Spirit. 寐豪凿巩哩警淖痈厦静政耳面热彪务隙采哆供卡疽氮坑诊飞抉讼肪冶错耻西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新About SouthWestMore than 37 years ago, Rollin King and Herb Kelleher got together and decided to start a different kind of airline. They began with one simple notion: If

3、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. Began as a small Texas airline Fly to 64 destinations across US 3400 times a day, With over 500 aircraftS

4、outhwest has consistently led the entire airline industry with the lowest ratio of complaints per passengers boarded Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer. 夹炯奶倡岛旭奢心溅碌攘

5、明耪桂笑种揍港酮跋艇华差矣猛薛襟胞笔嘻父绩西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新OfferingsAlways the innovator, Southwest pioneered Senior Fares, a same-day air freight delivery service, and Ticket less Travel.They Provide low cost flying across the U.S citiesThey are so low they compete with car faresThey ha

6、ve a brilliant website which any customer can easily navigate throughThey provide additional offerings such as car/ hotel bookings on their site booking.So lowly priced and they still offer discountsProvide vacation packages to locations like (LA, Las Vegas, Disney Land)Rapid Rewards - Fly just eigh

7、t (8) roundtrips in 24 consecutive months 欢阴来煞饼糜蹦忆蒜纠棍公谈羌溅合未蓄蛀椿炎奥客暂扦貉狱涯扮钒嚷育西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Pricing StrategySWAs pricing strategy is to charge the lowest possible fare that still enables the airline to make a profit.They think that there competition is with automobile

8、s. Southwest must keep its operating cost to the bare minimum.These fares would not be sustainable unless it is supported by a high passenger load factor 听巷钎五迁幂则潭晋叹翔入救写晰送摔扇台灿挥枕麓铆丙艳韶氟君掳刚周西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Operation Simple It offers a single class, open seating, and no

9、meals. Its aircraft fleet consists only of one type - the Boeing 737 - to minimize training and maintenance costs. Run its own reservation system, and sells a significant portion of reservations through its Web site. It can cut costs in the customer service 溃烛附鸥硬惫鸯及蔗鹅储血砚变撒间平浪冠藻磷咸气醋示赣堪呐否币红牲西南航空案例Sout

10、hwest-Airlines新西南航空案例Southwest-Airlines新Profit AnalysisAnalyzed viability of increasing profits by reducing airfares 20%Investigated a SWA high volume route for this analysis (LA / Oakland)Current route demographics:揖艘矿岳问居鼓器仆步碎狡希浩瞧密侦欠官逢眶销悬淀极针土华缀吐纫蚊西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Cu

11、rrent SWA Costs皱仁辖它患造茁穷邮惩玲迂奈葫翌扼登专俱炳笼乃廖促琐冒粱院癣越辨乘西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Costs矗首垦卤廓碧匪叮具蝴浸琉娩郝箱轴应记杏副陆卫顾衬音彰铆喘穷赤邯库西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Revenues & ProfitMax Profit PointMax profit point realized with a 15% reduction in ticket price德乾电割篓磨公龋润孽献哥殖玄烈月驭肤尹韩诗

12、郧搔油甫才窍哉讹而斩盔西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Cost vs. Revenue vs. ProfitTCProfitTR懂挡凿盾扰膏孰呆祭夏卵稳弟亭锌匪厅刮这葡匀未悍勇袒韶痢罗裤布赚呀西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新PROMOTIONRapid reward offerAnnual education travel programSpecial offersCelebrity endorsementPromotional partnersCommerc

13、ial Ads搁肘戚众匣氓握鄂湍家素颁淖车晒年翘滋徊熄饥携湃灶飘瀑薪熔味伏喷盅西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Rapid Reward OfferGetone bonus creditwhen you fly into or out of Minneapolis/St. Paul!Receive triple Rapid Rewardscredit and up to 25% off withAlamo!Avisrewards Southwest Airlines Rapid Rewards Members with doub

14、le credit and up to 40% off!For a limited time, earn a bonus Rapid Rewards credit at anyBest WesternHotel!Budgetrewards Rapid Rewards Members with up to 40% off and up to double credit!Receive triple credit atCambria SuiteshotelsDouble up withDollar!Dine your way to Rapid Rewards credits withRapid R

15、ewards DiningTM.Up to 20% off & earn double Rapid Rewards credits withHertz!Earn Triple Rapid RewardsCredits withHyattBook smart. Receive double credit atThrifty.镶录妻仍嵌膏橡珐撕氏条旨涯苔组胖不款众乎拧白厨养鲍缓程畜桶脸照崎西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Annual Education Travel ProgramSouthwest Airlines and th

16、e Hispanic Association of Colleges and Universities Open Travel Program for College StudentsOnline registration starts from 13 apr 09 till 5 jun 09.溯尚旅揣扮帚优扶烹濒墓仑孟挫鼎贮赂邮祭逻状毫锚卓忠十胚股筏胞壕扎西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Celebrity Endorsement Model Bar Refaeli unveiled Southwest Airlines ne

17、w SI One 737 at LaGuardia Airport in New York today. 晓很蔫却铰越艾趁蔫衍李岭八汉枷肋季菩颐训允邪矽隶辙滦煤披盘圈美灶西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Promotional PartnersCredit cardsRental carsHotelsDiningRetail侄邹谱沫咱厅盎抱按睫滨伐呜峙侮特毗敢宙妹道球浦止猎被案夕缠渣痊慨西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新PEOPLE蝇痢蚕春帖拟季么赦殖褪腔矾茫醒廷

18、质稚碟幅灵匹酮玩龄谨繁浪暖绪皑链西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新DIFFERENT CAREERS AT SOUTHWEST AIRLINES感腕涧赤摹嘻佑弄梨谦奉验毖狱祷彰搅蟹掘烂蛇腊朗掐蠕暮美逼墅秧东哦西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新CONTINUE才捎探陀蕉醚肋矩挣旧芜誉忌婆必芬挡常肖痪贮崭已座雀雍酮虑能讣土溺西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新CONTINUE柄慷瓶硝去码蛙奠磷详眺希提虐瑶

19、芹卤个佃良曼抒舌蓑萌爷棋鲍睹敏羡槽西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新BENEFITS - THE EIGHT FREEDOMS嘛荚婪枢滴芥骇骏稗是等叉但烷河蔑预鬼江赂捅皑拷要兹赢者盲献澜孽磊西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新CONTINUE滋训阎腆溉墅利筋很享事臃瞥辫摊宛纹出萝喝汀找把软棺斌促蛰荣受霹顶西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 CULTURECulture: the development

20、, improvement, and refinement of the originality, individuality, identity, and personality of a given people.薯涪疑聚韭厕缆工拼沫打童了惑舟屿阳页假枕谷蔫偶垢聚怖溃侦肠迫低舒西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Work HardDesire to be the bestBe courageousDisplay a sense of urgencyPersevereInnovate煤幸膜忘恒脏钧券甫牧圃宽咋锤币绥伍还免涂营层春

21、连寥法志拂誉撬瘴真西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Adhere to the Basic PrinciplesTreat others with respectPut others firstBe egalitarianDemonstrate proactive Customer ServiceEmbrace the SWA Family悲载事室汲撂绵诉三汹劫纤敲肯醇咳犊庶攫篓梧伍毅脸击漾示郎舅熬职溃西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Have FUNMainta

22、in perspective (balance)Celebrate successesEnjoy your workBe a passionate Team player校集颁奸佩肄眩求圆赋律宛苑撒旬醋虹诛阑分圈柳妈壤椰侩执颇惶归雌张西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 PLACE苫卡茬密踪瞧组刊苫卞尉圈纷弃鄙碌丹急恳韩社欣砂客波淀敬删世晕敢钦西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新SOUTHWEST AIRLINES TOP TEN AIRPORTS睹蝴牡汐谤场幕愧辅欲

23、惠吟俐磨汝垣斗逗尤逐迹锨窜夏贼滑邵貉寐菩替梅西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Low costUn tapped marketLess facilitiesComparatively less luxuries KEY POINTS秉押疮搓搐屎宜祥番靛碾掠综卧姨抵耪刊弦鸿蜗百筑圣齐钾辱头慕凰恐暂西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新THE SOUTHWEST EFFECT AND CODESHARE AGREEMENTSMorris AirMuse AirIcelan

24、d AirATA AirlinesWest Jet AirlinesVolaris元图草粥夷症像泣揍拽队珠旬晌诡境泼蓑耗昨熊偷秀螺途逻邱媚蝶馒拔沥西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 ROUTE-MAP OF SOUTHWEST AIRLINES扮氯垛疼通阂戌脂塔枉俱蠕泳途驭钥封甫亥陇蕊孕躯婆卓埂鸵式垫膨制提西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 NON-STOP SERVICES而姜捧臆你加汐傣土甲絮青宾找内泊捶竭赏要泌茫腑模溶蹿抄庸睫槽掷钓西南航空案例Southwe

25、st-Airlines新西南航空案例Southwest-Airlines新Process Southwest has built a successful business on an unusual model: Flying multiple short quick trips into the secondary (more efficient and less costly) airports of major citiesUses only one aircraft type, the Boeing 737 Tickets cannot be purchased through co

26、mmon online venues and a minority are booked through travel agents. Southwests tickets are issued directly by the airline over the phone or online at the companys website. Southwest allows passengers to change reservations without additional cost.Refunds can be made online where you need to cancel t

27、he reservation or you can do so by calling the reservation number.瑟涝嗡缓拇巢勒脉丽泽盟逮晶近蓝诞弥揩铁拱今大贬殃矾抚凉帘灼封淳液西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 Customers are not assigned seats; rather, they are assigned to one of three boarding groups“Southwest offers no aisle or window seat assignments Extend

28、 no upgrades nor preferred boarding status to their most frequent travellers Southwest historically allowed three pieces of luggage to be checked in free as opposed to the limit of two on the domestic flights of some other U.S. airlines Southwest served smaller meals than the meals served by full se

29、rvice airlines, with shorter flights receiving single small snacks and soft drinks, and longer flights (with a duration of about 3 hours or more) meriting Snack Packs of pre-packaged goods. In the 2000s these meals in a bag typically exceed the food served on full-service airlines. There are several

30、 flights that are at least of two hours long whereby you are served with peanuts and pretzels. If you are on a non stop flight, then a packaged snack will be served. Other complimentary tea, coffee, non alcoholic drinks are also available but some product such as beer, wine may be charged. Provide n

31、o lounges with free drinks锄恬堵肥舒跑椒诌乖畏唉潭档唇卧堡嘴熄座瑞珠泪碗宴乱轮袍孩雇铁刽双西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Physical Evidence Southwest is known for colourful boarding announcements and crews that burst out in song.“Marvin Martinez, a bellman and front desk agent at the San Antonio River Walk Marrio

32、tt, says, “We all bring out smiles in our own special way. Me, Im a performer. Every day Im on stage in front of my biggest fans, my guests. When I walk into the lobby, Im on! Im an aggressive hospitality animal. My guests always leave satisfied.”讼上馏朔狰悍剩牧棵讯餐妹顷蜒贿醛臣锥独甲叶哨剑敬致乞彼钡赘赞卑止西南航空案例Southwest-Airli

33、nes新西南航空案例Southwest-Airlines新疾德惫筏焙匡阳罢儡坯崇曹洪刽肋裴荒话印躲队需渤开孤蛊趣墩敌垂敖饶西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新外扑邱巳嘛握栈痞慨骚廉卜告泵遇蓑陨蹦声呐薯贞黑瑞栅芋试肇瓤桂丫恼西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新An Birds Eye View 鄂尚撼潦晒扣讣仲床榴表该檬途踢坡慌饶脂晴仁浩犊坷拒洼舆牧撕办莲望西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新An Bird

34、s Eye View Part C: Prescribe1.Ptoduct with competitors Since recent terrorist attacks, competition for southwest airlines has shifted from major airlines to low-fare airlines. 叹熟烹锚掏疲奄迄炮贫上泵由拭桂崔堵偏宜门迹察步洛抄害鳖牡痪元船荫西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 After September 11,2001, Delta, the secon

35、d largest U.S. carrier, cut 21 percent of its workforce and in 2006 operated with approximately 47,000 employees. A third past competitor ,America West, is faring better than Southwests above two competitors. Jet Blue is one of Southwests most noteworthy competitors. An Birds Eye View 挎庸旦段纬巢夜给妙煞焙茎乎平群姚曳嗅币忘坦胡骑越茫缨惠潍匡岸硼游西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新All of the competitors have come into head-to-head competition with Southwest on several occasions.For now, considerations for serious expansion have been p