Introduction
Southwest Airlines began to fly in 1971 with flights to Houston, Dallas, and San Antonio. SWA became a major airline in 1989 when it exceeded the billion-dollar revenue. SWA is now the largest carrier based on scheduled domestic departures. Year end results for 2003 marked Southwest's 31st consecutive year of profitability. SWA is the United States' only major short-haul, low-fare, high-frequency, point-to-point carrier.
But what is hidden behind this very profitable business? What are the impacts of this airline on the market? …
