The focus of this analysis will conform to the guidance provided by Rhodes and Keogan who note that, "External environmental analysis involves examination of opportunities and threats, competitive stance, political, economic, social and technological influences, and relations with stakeholders among others" (2005, p. 123). Some of the methods that can be used to accomplish the external environmental analysis of Southwest Airlines include a PEST, Porter's Five Forces, scenario planning and stakeholder mapping (Rhodes & Keogan, 2005). Sources expected to perform an internal environmental analysis

In contrast to the external environmental analysis, the internal environmental analysis of Southwest Airlines will focus on the organization's status, strengths, and critical issues (Bower, 2003). To achieve this analysis, sources such as the company's quarterly and annual filings with the Securities and Exchange Commission will be reviewed, as well as Southwest's print and online versions of its organizational vision, mission,...

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Fenske (Eds.), a primer for new institutional researchers (pp. 86-99). Tallahassee,

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Rhodes, M.L. & Keogan, J.F. (2005). Strategic choice in the non-profit sector: Modeling the dimensions of strategy. Irish Journal of Management, 26(1), 122-123.