Southwest Airlines 2001: An Industry under Siege Grading rubric 1. Describe the problems that Southwest Airlines is facing following 9/11. Identify one short- term problem and one long-term challenge. Provide support for each problem using data provided in the case material (50 points).


Southwest Airlines 2001: An Industry under Siege

Grading rubric

1. Describe the problems that Southwest Airlines is facing following 9/11. Identify one short- term problem and one long-term challenge. Provide support for each problem using data provided in the case material (50 points).

2. Conduct an external analysis of Southwest Airlines using Porter’s Five Forces and SWOT analysis. For Porter’s Five Forces, provide support your analysis using data provided in the case material. Make sure to draw conclusions about the industry attractiveness and competitive environment For SWOT, identify at least two items for each category. (50 points)

a. Porter’s Five Forces (30 points)

b. SWOT Analysis (20 points)

3. Provide three recommendations for Southwest Airlines moving forward. Be sure to make recommendations that differ from their existing actions (at the time of the case), and help to address the problems you identified in Question 1. Make sure that your recommendations are consistent with your analysis above. Recommendations must be creative, detailed, and realistic in order to receive full points (50 points). For example,

A weak answer A strong answer

“recommend a change of CEO because current management is inefficient”

“Recommend xxx as a new CEO who is currently a xxx at xxx, since this guy has xx experience that will help address xxx problem at SWA…”

“SWA should invest in R&D to achieve innovation in airplanes to cut costs”

“SWA should consider acquiring xxx to expedite research to increase route efficiency, which will cost about $$ in acquisition and will be expected to achieve $$ worth of synergies…”

“SWA should implement drones to transfer cargo cheaper”

“SWA should work with xxx and potentially form a joint venture, as xxx currently dominates the market in xxx…”



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