Southwest Airlines is a major airline company that provides air transportation in the United States and nearby international markets. Founded in 1967 by Rolling King and Herb Kelleher and commenced service on June 18, 1971, with three aircrafts and 25 employees with flights as low as $20 one-way fares to Dallas, Houston, and San Antonio. Southwest has been ranked #8 in Fortune’s list of World’s Most Admired Companies for 23rd consecutive years. In its 47th year of service, Southwest Airlines continues to provide exceptional customer service delivered by more than 55,000 employees topping 115 million passengers annually. Southwest Airlines serves 100 destinations in the United States and operates international flights to Mexico, Latin America, and the Caribbean.
Goals
Southwest will reach the following goals in 2023:
• Maintain the brand image as low-fare travel
• Expand services to Canada particularly to the most populated cities like Toronto, Montreal, Calgary, Ottawa, Edmonton, Winnipeg, and Vancouver.
• Improved customer service by improved Revenue Management
• Provide first-class seating to attract more business and leisure travelers who are willing to pay more for convenience.
• Increase profit by 80% per year and $100 million in the first quarter of 2020.

Situational Analysis
Based on the IATA 2017 Mid-year report, airline CFOs and heads reported in April 2017 that they were positive about future growth in the airline industry. The airline industry is a huge