The Vision The vision of the company is “to become the World's Most Loved, Most Flown, and Most Profitable Airline.” The vision describes what the organization would like to become. Southwest airline vision statement clearly illustrates what the company would like to become: most loved, most flown and most profitable airline. The message is brief, memorable with 9 words in length. It describes both sides of the business: happy customers “to become world’s most love airline” and profitable business. The vision is challenging, and Southwest should constantly improve its airline and services to become the most loved, flown, profitable. The airline already has an amazing customer satisfaction rating. According to J.D. Power report, Southwest came …show more content…
Southwest, in order to become most flown airline should offer more destinations points. The airline has itinerary only in north America, excluding Canada, see Figure 1. Per company’s website, Southwest has “98 destinations in the United States and seven additional countries with service to Varadero, Cuba beginning Nov. 13, 2016, and to Havana, Cuba, beginning Dec. 12, 2016, both routes subject to governmental approvals”. The new destination points to Cuba and Mexico is a good start, but to become the most flown airline Southwest must offer international flights to Europe and Asia. According to Figure 2, Southwest ranked second in domestic flights in USA, but since has so few international flights it is almost impossible to compete with the big airline giants. By adding new destinations, the company gets closer to its vision of becoming most flown airline. Another challenge that Southwest faces is to become the most profitable. The airline is profitable, Figure 3, with an increase in stock price over the last year, and good return on investments “In third quarter 2016, the Company returned $312 million to Shareholders through repurchases of $250 million of common stock and distribution of $62 million …show more content…
The airline values are to “live the Southwest Way”, have a warrior spirit, servant’s heart and fun-LUVing attitude. To have a warrior spirit means “Strive to be the best/ Display a sense of urgency/ Never give up”. Southwest has a warrior spirit and strives to be the best. Anytime when I used this airline I did notice that the employees are always available and ready to help if help is needed. Southwest also strives to be the best by offering very low flight prices such as $49 to Las Vegas or Los Angeles, or free bag check when other airlines charge for it. The CEO Gary C. Kelly said “We are convinced that not charging for bags wins us more customers, and therefore more revenue and more profits, as compared to doing what everybody else does, which customers universally hate/ Charging for bags goes against everything we stand for.” To have a servant’s heart means to “Follow The Golden Rule/ Treat others with respect/ Embrace our Southwest Family”. This principle establishes the culture of the company. It is how Southwest envisions that employees should treat each other and most importantly the customers. The airline also has the core ideology that fun and work can be combined and having a fun-LUVing attitude means to “Be a passionate Team Player/ Don’t take yourself too seriously/ Celebrate successes”. It is not uncommon for Southwest crew to sing a happy birthday to a passenger, and make it a