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SHu QSO690 case 3 assignment

Southwest Airlines: Singin’ The (Jet) Blues

General Guidelines


· This case is in the PDF located on the Learning Modules page. Read the case carefully, at least twice.

· This case was written in 2004. You are welcome to use any additional information on the performance of Southwest since 2004 in answering the questions. In case you have traveled with Southwest, you are also welcome to use your personal experience in answering the questions. For additional information on Southwest Airlines, you can visit their website at”>

· This is the cover page of your case report. Word-process your case report within this template. Do not change the header or footer. They contain course number, term, name of case and page number, which are all required.

· Use 12-point regular Times Roman font and 1.5-line spacing.

· Use Equation Editor (Insert/ Object/ Microsoft Equation) to word-process formulas, if required for the case.

· Use Excel for graphs and Drawing Tool in Word for diagrams, if required for the case.

· Do minimal rounding at intermediate steps (use at least four significant digits). Round off the final answers appropriately.

· Create a single Word document by pasting all your Excel work into this Word document.

· Answer the questions given below in preparing your report for the case. Do not use the questions given at the end of the case.

· Your comments must relate directly to the case. General comments are not expected.

Analysis of the Case

§ To what do you attribute the success of Southwest Airlines? (100–200 words)

§ How significant is the 10–15 minutes turnaround time of Southwest’s aircraft in terms of savings in investment and aircraft utilization compared to competitors? (100–200 words)

§ What challenges is Southwest facing in the future, and how should they meet those challenges? (100–200 words)

§ What should their business and operations strategy be for the future? (100–200 words)

§ Has Gary Kelly, the new Southwest CEO since 2004, been able to maintain the profitability of Southwest Airlines while insuring the continuation of their unique culture? Visit”> for information that may be helpful in answering this question. (100–200 words)

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