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Levels of Planning
Southwest Airlines has over 2100 flights per day, they carry over 44 million passengers a year, and they are the fifth largest airline company in America (Southwest Airlines, 2004). In this paper we analyzed the SWOTT analysis (Bateman and Snell, 2003) factors that influenced the organizational strategic planning process at Southwest Airlines, which has helped them grow and become the most profitable airline in America (Barrett, 2004). Our analysis included the strengths within marketing strategies like low cost airfare (WNEC, 2000), great customer service (Parasurama, 2003), and their rapid rewards program (Southwest, 2004). We also analyzed their weaknesses in offering no first class air services (WNEC, 2000), their internal opportunities pertaining to their employee incentive program, threats within their market pertaining to the loss of business within the Hispanic community (Williamson, 2004), and the trends of their industry that led them into E-business (Southwest, 2004).
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