Southwest Airlines SWOT Analysis Southwest SWOT

Length: 4 pages Sources: 7 Subject: Transportation Type: SWOT Paper: #62855129 Related Topics: Spirit Airlines, Jetblue, Swot Analysis, American Airlines
Excerpt from SWOT :

Customers complain of smaller cramped seats and hence an uncomfortable flight experience. This is because Southwest wants to accommodate as many passengers as it can in one flight and its seats are thus smaller than those found in other airlines. This is especially uncomfortable for those who need extra space due to physical challenges.

The other weakness of Southwest is its customer on-plane experience. Owing to the cost concern, Southwest put as many seats as possible in the planes and only single class seat, economic. It means that the size of a seat in Southwest's airplanes is smaller than a seat in other airlines' aircrafts. Thus, there are some customers could feel uncomfortable with the smaller seats because those customers' physical issues, like the football players. Therefore, the Southwest might loses the business of those customers with special issues.


The threats always come from external environment. And external environment includes governmental policies, economic situation and certainly the competitors. While Southwest had fewer or no competitors in low fare industry for some time but with the entrance of JetBlue, Southwest is facing fiercer competition. JetBlue has distinct advantage over Southwest in some areas and this can prove detrimental to Southwest's future. JetBlue came in 1998 and has become a major competitor. It has newer fleet of aircraft and has also adopted newer technology. It offers a more pleasant experience to customer with personal TV sets and radio system within the flight. It also has fewer seats which means customers do not feel cramped and enjoy a more comfortable flight.

JetBlue is also serving those destinations that Southwest has ignored. While Southwest chooses to serve only smaller airports due to cost concerns, JetBlue has not adopted this strategy and is offering flights from many major locations. This is a serious threat to Southwest since many of its potential customers now have the option to choose JetBlue.

The external situation is also not favorable due to the restrictions on airlines imposed after September 11 attacks. There have been more safety costs now than ever before and this is taking a toll on the financial health of most airlines. While Southwest has managed to do well, it cannot entirely escape...


Southwest has the experience and reputation behind it which means it can confidently enter areas where other airlines might not want to enter just yet. It can serve more destinations and more airports. While the company wants to stick to its low cost strategy, it cannot ignore the fact that most of its potential customers are flying out of major destinations so even if it doesn't offer flights from major airports, it can choose a smaller airport in the same location and cover more destinations. For example instead of flying out of Miami International Airport, it can choose to operate from Fort Lauderdale airport or Opa Locka airport. But at least Miami would be covered and Southwest won't lose customers

The company also needs to attract new customers and hence increase its customer base by advertising more often and using varied channels of communication. No company can ever sit still with its current customer base because there are many competitors and numerous threats. Hence it must enhance its base by attracting new customers through innovative communication strategies.


Southwest enjoys an envious place in the airline industry today because of its operation model and its low cost strategies. But there has been a decline in its profit which indicates that company may not be as financially sound as it was once. However this can be attributed to the slow down in the economy and generally poor condition of the airline industry. But regardless of these, Southwest needs to pay attention to this and improve its services in whatever matter it can so that it can thwart the potential threatening elements and also gain more customers.


[1] "Southwest Airlines 2005 Form 10-K." Retrieved December 2, 2009. p 1

[2] "The Mission of Southwest Airlines." January 1988.

[3] "Southwest Airlines 2005 Annual report." Retrieved Dec 2nd 2009; p 9.

[4] "Southwest Airlines 2005 Annual report." Retrieved Dec 2nd…

Sources Used in Documents:


[1] "Southwest Airlines 2005 Form 10-K." Retrieved December 2, 2009. p 1

[2] "The Mission of Southwest Airlines." January 1988.

[3] "Southwest Airlines 2005 Annual report." Retrieved Dec 2nd 2009; p 9.

Cite this Document:

"Southwest Airlines SWOT Analysis Southwest" (2009, December 02) Retrieved February 5, 2023, from

"Southwest Airlines SWOT Analysis Southwest" 02 December 2009. Web.5 February. 2023. <>

"Southwest Airlines SWOT Analysis Southwest", 02 December 2009, Accessed.5 February. 2023,

Related Documents
Southwest Airlines Internal Analysis of the Southwest
Words: 1456 Length: 4 Pages Topic: Business Paper #: 2322736

Southwest Airlines Internal Analysis of the Southwest Airlines RBV Framework Southwest Airlines (NYSE:LUV) has a market cap as of September 12, 2011 of $6.3B, the most profitable and valuable American-based airlines there is today. This is a direct result of the company's ability to consistently take a resource-based view (RBV) of its inherent strengths and develop and execute successful strategies on them over time. The RBV of the airline industry illustrates how

SWOT Analysis: Southwest Airlines Southwest Airlines, Having
Words: 1548 Length: 5 Pages Topic: Business Paper #: 69743945

SWOT Analysis: Southwest Airlines Southwest Airlines, having a well-established business incarnation throughout the United States is among the most competitive passenger airlines in terms of pricing strategies and customer services. The company has always been pursuing a growth strategy for its business operations in the local market. Currently, it has customers from all over the United States that consider it a low cost quality airline service provider. The company operates with

Southwest Airlines: SWOT Low-Cost Carrier
Words: 757 Length: 2 Pages Topic: Transportation Paper #: 29518470

"Paying market prices for a third of its fuel needs could add as much as $600 million to its bill next year, according to an analysis by the federal Bureau of Transportation Statistics," almost twice "the $313 million profit that the airline made in 2004, and well above the $440 million analysts expect it to earn this year," meaning that Southwest's main competitive threat really comes from the end

Airline Industry Analysis
Words: 3663 Length: 10 Pages Topic: Transportation Paper #: 65350467

Airline Industry Analysis This report aims to present a summary of findings for a research study regarding the airline industry. The objective of this project was to first, gain new experience in the analysis process of an entire industry from an economic and business perspective as well as an environmental and social viewpoint. Secondly, the research attempts to provide direction for potential employment opportunities within the various aspects of the direct

Airline Industry Analysis the Past
Words: 3864 Length: 10 Pages Topic: Transportation Paper #: 63251273

S. are seeing modest improvements in economic indicators. The social environment is favorable for air travel. The mode still holds tremendous cachet with consumers and is favored when consumers can afford it. There is some consideration that the airline business is a major contributor to greenhouse gases and therefore global warming, but as of yet the industry has not come under serious public pressure as it is generally viewed by the

Southwest Airlines
Words: 1602 Length: 5 Pages Topic: Transportation Paper #: 72683329

Business Southwest Airlines (SWA) has been a strong growth company for the last 40 years mainly due to its focal point on cutting costs. Southwest Airlines (SWA) follows the Cost Leadership Strategy in terms of Porter's four generic strategies and is the epitome of Blue Ocean Strategy in its simultaneous pursuit of differentiation and low cost (Kim & Mauborgne, 2009. That SWA is cost-focused is evident from Liang et al.'s (2009) analysis