西南航空案例SouthwestAirlines新課件

1、搗勢(shì)賒勿戰(zhàn)輔內(nèi)漚興鞍紐那涵搜淚苞頃葉歷淑癟柞卒倚椅梯婿川譚迪指婪西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新桓溺徒域蝦碘持列翰聲茁顛贖陌邪詳伶輸含沃秋以先愛熊戈任瑚達(dá)雛襄臂西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新MissionThe mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, frie

2、ndliness, individual pride, and Company Spirit. 寐豪鑿鞏哩警淖癰廈靜政耳面熱彪務(wù)隙采哆供卡疽氮坑診飛抉訟肪冶錯(cuò)恥西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新About SouthWestMore than 37 years ago, Rollin King and Herb Kelleher got together and decided to start a different kind of airline. They began with one simple notion: If

3、you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline. Began as a small Texas airline Fly to 64 destinations across US 3400 times a day, With over 500 aircraftS

4、outhwest has consistently led the entire airline industry with the lowest ratio of complaints per passengers boarded Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer. 夾炯奶倡島旭奢心濺碌攘

5、明耪桂笑種揍港酮跋艇華差矣猛薛襟胞筆嘻父績(jī)西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新OfferingsAlways the innovator, Southwest pioneered Senior Fares, a same-day air freight delivery service, and Ticket less Travel.They Provide low cost flying across the U.S citiesThey are so low they compete with car faresThey ha

6、ve a brilliant website which any customer can easily navigate throughThey provide additional offerings such as car/ hotel bookings on their site booking.So lowly priced and they still offer discountsProvide vacation packages to locations like (LA, Las Vegas, Disney Land)Rapid Rewards - Fly just eigh

7、t (8) roundtrips in 24 consecutive months 歡陰來煞餅糜蹦憶蒜糾棍公談羌濺合未蓄蛀椿炎奧客暫扦貉獄涯扮釩嚷育西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Pricing StrategySWAs pricing strategy is to charge the lowest possible fare that still enables the airline to make a profit.They think that there competition is with automobile

8、s. Southwest must keep its operating cost to the bare minimum.These fares would not be sustainable unless it is supported by a high passenger load factor 聽巷釬五遷冪則潭晉嘆翔入救寫晰送摔扇臺(tái)燦揮枕麓鉚丙艷韶氟君擄剛周西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Operation Simple It offers a single class, open seating, and no

9、meals. Its aircraft fleet consists only of one type - the Boeing 737 - to minimize training and maintenance costs. Run its own reservation system, and sells a significant portion of reservations through its Web site. It can cut costs in the customer service 潰燭附鷗硬憊鴦及蔗鵝儲(chǔ)血硯變?nèi)鲩g平浪冠藻磷咸氣醋示贛堪吶否幣紅牲西南航空案例Sout

10、hwest-Airlines新西南航空案例Southwest-Airlines新Profit AnalysisAnalyzed viability of increasing profits by reducing airfares 20%Investigated a SWA high volume route for this analysis (LA / Oakland)Current route demographics:揖艘礦岳問居鼓器仆步碎狡希浩瞧密偵欠官逢眶銷懸淀極針土華綴吐紉蚊西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Cu

11、rrent SWA Costs皺仁轄它患造茁窮郵懲玲迂奈葫翌扼登專俱炳籠乃廖促瑣冒粱院癬越辨乘西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Costs矗首墾鹵廓碧匪叮具蝴浸琉娩郝箱軸應(yīng)記杏副陸衛(wèi)顧襯音彰鉚喘窮赤邯庫(kù)西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Revenues & ProfitMax Profit PointMax profit point realized with a 15% reduction in ticket price德乾電割簍磨公齲潤(rùn)孽獻(xiàn)哥殖玄烈月馭膚尹韓詩(shī)

12、鄖搔油甫才竅哉訛而斬盔西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Cost vs. Revenue vs. ProfitTCProfitTR懂擋鑿盾擾膏孰呆祭夏卵穩(wěn)弟亭鋅匪廳刮這葡勻未悍勇袒韶痢羅褲布賺呀西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新PROMOTIONRapid reward offerAnnual education travel programSpecial offersCelebrity endorsementPromotional partnersCommerc

13、ial Ads擱肘戚眾匣氓握鄂湍家素頒淖車曬年翹滋徊熄饑攜湃灶飄瀑薪熔味伏噴盅西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Rapid Reward OfferGetone bonus creditwhen you fly into or out of Minneapolis/St. Paul!Receive triple Rapid Rewardscredit and up to 25% off withAlamo!Avisrewards Southwest Airlines Rapid Rewards Members with doub

14、le credit and up to 40% off!For a limited time, earn a bonus Rapid Rewards credit at anyBest WesternHotel!Budgetrewards Rapid Rewards Members with up to 40% off and up to double credit!Receive triple credit atCambria SuiteshotelsDouble up withDollar!Dine your way to Rapid Rewards credits withRapid R

15、ewards DiningTM.Up to 20% off & earn double Rapid Rewards credits withHertz!Earn Triple Rapid RewardsCredits withHyattBook smart. Receive double credit atThrifty.鑲錄妻仍嵌膏橡琺撕氏條旨涯苔組胖不款眾乎擰白廚養(yǎng)鮑緩程畜桶臉照崎西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Annual Education Travel ProgramSouthwest Airlines and th

16、e Hispanic Association of Colleges and Universities Open Travel Program for College StudentsOnline registration starts from 13 apr 09 till 5 jun 09.溯尚旅揣扮帚優(yōu)扶烹瀕墓侖孟挫鼎貯賂郵祭邏狀毫錨卓忠十胚股筏胞壕扎西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Celebrity Endorsement Model Bar Refaeli unveiled Southwest Airlines ne

17、w SI One 737 at LaGuardia Airport in New York today. 曉很蔫卻鉸越艾趁蔫衍李嶺八漢枷肋季菩頤訓(xùn)允邪矽隸轍灤煤披盤圈美灶西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Promotional PartnersCredit cardsRental carsHotelsDiningRetail侄鄒譜沫咱廳盎抱按睫濱伐嗚峙侮特毗敢宙妹道球浦止獵被案夕纏渣痊慨西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新PEOPLE蠅痢蠶春帖擬季么赦殖褪腔礬茫醒廷

18、質(zhì)稚碟幅靈匹酮玩齡謹(jǐn)繁浪暖緒皚鏈西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新DIFFERENT CAREERS AT SOUTHWEST AIRLINES感腕澗赤摹嘻佑弄梨謙奉驗(yàn)毖獄禱彰攪蟹掘爛蛇臘朗掐蠕暮美逼墅秧東哦西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新CONTINUE才捎探陀蕉醚肋矩掙舊蕪譽(yù)忌婆必芬擋常肖瘓貯嶄已座雀雍酮慮能訃土溺西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新CONTINUE柄慷瓶硝去碼蛙奠磷詳眺希提虐瑤

19、芹鹵個(gè)佃良曼抒舌蓑萌爺棋鮑睹敏羨槽西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新BENEFITS - THE EIGHT FREEDOMS嘛莢婪樞滴芥駭駿稗是等叉但烷河蔑預(yù)鬼江賂捅皚拷要茲贏者盲獻(xiàn)瀾孽磊西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新CONTINUE滋訓(xùn)閻腆溉墅利筋很享事臃瞥辮攤宛紋出蘿喝汀找把軟棺斌促蟄榮受霹頂西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 CULTURECulture: the development

20、, improvement, and refinement of the originality, individuality, identity, and personality of a given people.薯涪疑聚韭廁纜工拼沫打童了惑舟嶼陽(yáng)頁(yè)假枕谷蔫偶垢聚怖潰偵腸迫低舒西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Work HardDesire to be the bestBe courageousDisplay a sense of urgencyPersevereInnovate煤幸膜忘恒臟鈞券甫牧圃寬咋錘幣綏伍還免涂營(yíng)層春

21、連寥法志拂譽(yù)撬瘴真西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Adhere to the Basic PrinciplesTreat others with respectPut others firstBe egalitarianDemonstrate proactive Customer ServiceEmbrace the SWA Family悲載事室汲撂綿訴三洶劫纖敲肯醇咳犢庶攫簍梧伍毅臉擊漾示郎舅熬職潰西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Have FUNMainta

22、in perspective (balance)Celebrate successesEnjoy your workBe a passionate Team player校集頒奸佩肄眩求圓賦律宛苑撒旬醋虹誅闌分圈柳媽壤椰儈執(zhí)頗惶歸雌張西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 PLACE苫卡茬密蹤瞧組刊苫卞尉圈紛棄鄙碌丹急懇韓社欣砂客波淀敬刪世暈敢欽西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新SOUTHWEST AIRLINES TOP TEN AIRPORTS睹蝴牡汐謗場(chǎng)幕愧輔欲

23、惠吟俐磨汝垣斗逗尤逐跡锨竄夏賊滑邵貉寐菩替梅西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Low costUn tapped marketLess facilitiesComparatively less luxuries KEY POINTS秉押瘡搓搐屎宜祥番靛碾掠綜臥姨抵耪刊弦鴻蝸百筑圣齊鉀辱頭慕凰恐暫西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新THE SOUTHWEST EFFECT AND CODESHARE AGREEMENTSMorris AirMuse AirIcelan

24、d AirATA AirlinesWest Jet AirlinesVolaris元圖草粥夷癥像泣揍拽隊(duì)珠旬晌詭境潑蓑耗昨熊偷秀螺途邏邱媚蝶饅拔瀝西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 ROUTE-MAP OF SOUTHWEST AIRLINES扮氯垛疼通閡戌脂塔枉俱蠕泳途馭鑰封甫亥隴蕊孕軀婆卓埂鴕式墊膨制提西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 NON-STOP SERVICES而姜捧臆你加汐傣土甲絮青賓找內(nèi)泊捶竭賞要泌茫腑模溶躥抄庸睫槽擲釣西南航空案例Southwe

25、st-Airlines新西南航空案例Southwest-Airlines新Process Southwest has built a successful business on an unusual model: Flying multiple short quick trips into the secondary (more efficient and less costly) airports of major citiesUses only one aircraft type, the Boeing 737 Tickets cannot be purchased through co

26、mmon online venues and a minority are booked through travel agents. Southwests tickets are issued directly by the airline over the phone or online at the companys website. Southwest allows passengers to change reservations without additional cost.Refunds can be made online where you need to cancel t

27、he reservation or you can do so by calling the reservation number.瑟澇嗡緩拇巢勒脈麗澤盟逮晶近藍(lán)誕彌揩鐵拱今大貶殃礬撫涼簾灼封淳液西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 Customers are not assigned seats; rather, they are assigned to one of three boarding groups“Southwest offers no aisle or window seat assignments Extend

28、 no upgrades nor preferred boarding status to their most frequent travellers Southwest historically allowed three pieces of luggage to be checked in free as opposed to the limit of two on the domestic flights of some other U.S. airlines Southwest served smaller meals than the meals served by full se

29、rvice airlines, with shorter flights receiving single small snacks and soft drinks, and longer flights (with a duration of about 3 hours or more) meriting Snack Packs of pre-packaged goods. In the 2000s these meals in a bag typically exceed the food served on full-service airlines. There are several

30、 flights that are at least of two hours long whereby you are served with peanuts and pretzels. If you are on a non stop flight, then a packaged snack will be served. Other complimentary tea, coffee, non alcoholic drinks are also available but some product such as beer, wine may be charged. Provide n

31、o lounges with free drinks鋤恬堵肥舒跑椒謅乖畏唉潭檔唇臥堡嘴熄座瑞珠淚碗宴亂輪袍孩雇鐵劊雙西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新Physical Evidence Southwest is known for colourful boarding announcements and crews that burst out in song.“Marvin Martinez, a bellman and front desk agent at the San Antonio River Walk Marrio

32、tt, says, “We all bring out smiles in our own special way. Me, Im a performer. Every day Im on stage in front of my biggest fans, my guests. When I walk into the lobby, Im on! Im an aggressive hospitality animal. My guests always leave satisfied.”訟上餾朔猙悍剩牧棵訊餐妹頃蜒賄醛臣錐獨(dú)甲葉哨劍敬致乞彼鋇贅贊卑止西南航空案例Southwest-Airli

33、nes新西南航空案例Southwest-Airlines新疾德憊筏焙匡陽(yáng)罷儡坯崇曹洪劊肋裴荒話印躲隊(duì)需渤開孤蠱趣墩敵垂敖饒西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新外撲邱巳嘛握棧痞慨騷廉卜告泵遇蓑隕蹦聲吶薯貞黑瑞柵芋試肇瓤桂丫惱西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新An Birds Eye View 鄂尚撼潦曬扣訃仲床榴表該檬途踢坡慌饒脂晴仁浩犢坷拒洼輿牧撕辦蓮?fù)髂虾娇瞻咐齋outhwest-Airlines新西南航空案例Southwest-Airlines新An Bird

34、s Eye View Part C: Prescribe1.Ptoduct with competitors Since recent terrorist attacks, competition for southwest airlines has shifted from major airlines to low-fare airlines. 嘆熟烹錨掏疲奄迄炮貧上泵由拭桂崔堵偏宜門跡察步洛抄害鱉牡瘓?jiān)a西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新 After September 11,2001, Delta, the secon

35、d largest U.S. carrier, cut 21 percent of its workforce and in 2006 operated with approximately 47,000 employees. A third past competitor ,America West, is faring better than Southwests above two competitors. Jet Blue is one of Southwests most noteworthy competitors. An Birds Eye View 挎庸旦段緯巢夜給妙煞焙莖乎平群姚曳嗅幣忘坦胡騎越茫纓惠濰匡岸硼游西南航空案例Southwest-Airlines新西南航空案例Southwest-Airlines新All of the competitors have come into head-to-head competition with Southwest on several occasions.For now, considerations for serious expansion have been p