Introduction

South West Airlines (SWA) was founded in Texas in June 1971. South West Airlines is a company with a unique track record and consistent the same with their main competitors. SWA was an interesting case of study either for students or business managers and leaders. Organizations which have a lot of the key elements required for success in the 20st century.

Their management was planning, organizing, leading, and controlling company's resources to achieve their objectives effectively and efficiently in order to survive and success in the industry. They will become an industry of leader because of their efforts were create satisfaction in customers with their service. Having a motivated workforce through friendly corporate culture is part of their strategic planning process and the company's values. Southwest was the most successful in the United States' low-fare, high frequency.

This paper presents an analysis and discussion of modern leadership practices and explore key components of Southwest Airlines' management success.

1). Name and describe at least three corporate attributes that SWA possess and perform extremely well which can account for their history of profitability. Are the attributes that you have identified, sufficient to keep SWA profitable for the next twenty (20) years; if so, explain why?

South West Airlines was able to obtain and maintain their positions with a good of policy and strategy, they used three key success factors: a). Low cost / Low-fare operation b). Entrepreneurial innovation. c). A strong human resources.

a). Low cost / Low-fare operation, The brilliant strategy of 'low cost / low fare which has the objective to attract passengers, and provide customers with a high level of comfort, SWA of strategies was categorized as Low Fare and the cheapest of flight. They have a good of reputation for security and efficient in the regional market, so they become the most successful in the United States with a low-cost, competitive prices and high of frequency flights. SWA was able to maintain low rates to control costs more effectively than other rival airlines. They were achieved it using a low rate by maintaining the lowest operating costs of industry, and their use of the increased elasticity of demand for flights that generate high revenue from increased passenger volume. By Cost Leadership, Southwest was operated with a lowest cost of airlines in the industry by making some smart strategy to achieve a low cost structure, for example, with smaller services, less congested secondary airports in large cities were have a lower cost of gate and landed, so SWA could maintain easy schedule and inexpensive.

b). Entrepreneurial Innovation SWA have strategy to improve service and provide comfort and convenience to customers by purchasing tickets through channels such as the internet. Also, they used a sophisticated combination of advertising, public relations, and promotion of the belief that first of people fly Southwest they will be hooked to do again.

Value Driven Management (VDM) was a strategy SWA to get more customers and make more confidence customer. also this strategy the Customer Value Drivers who executives of SWA wants customers to understand how they operate and have confidence in their flight, it will improve the flying experience of the customer, and Principe Owner Values (employees and shareholders) that SWA employees were part-owners of the company, so they have a vested interest in the company performs well.

c). A strong human resources.

Behavior of Management describe how managers should motivate employees to achieve organizational goals. A management structure was facilitating, coaching and counseling that manager create an organizational They believe that cooperation and

environment where employees can effectively and efficiently serve customers.

coordination between employees and supervisors were encourage employees to take advantage of coordination when they were working across functions and increases productivity. Supervisors were assist the coordination process "through the day-to-day coaching and counseling". Southwest leadership model is one in which the leaders are dedicated to serving others in the organization.

2). If you were Vice President of Strategic Planning for a U.S. regional airline carrier and you had to compete directly with SWA, what strategic dimensions (name and describe at least five) would you use to outcompete SWA? In crafting your answer, be very specific and think in the present tense.

If I became vice president in SWA, my strategy is maintaining and improving the system also strategy that is still good in SWA. The new vice president should not replace all to the new system, if there are good and still consistent in useful for the condition now, of course I will continue it, and I will adjust it to the conditions of the company and current market share, and I will replace or repair it for the company's progress system or strategy that are not relevant to the company and current market share, my strategies are;

1). Strategy 'low cost / low fare / no frills; maintained because I think is still the best strategy.
2). Fare Structure; by controlling costs through a simplified fare structure.

3). Entrepreneurial innovation strategy; is further enhanced by following the latest developments Technology which

3 Is more advanced. The employee is given an equal opportunity to learn and develop personal skills, creativity and innovation to enhance their effectiveness and skill. Employees will be given the same attention, respect, and caring attitude within the company are expected to share externally with every customer. And the ability to increase the subscription by using technology such as the internet, etc.

4). Strategy a fun-loving environment; we have to create a fun-loving environment. That means we must confident
enough to share a sense of humor and fun with internal and external customers, we must be willing to expend the extra energy needed to takes a fun experience with our customers and create an enjoyable experience with customers such as entertain children on a plane, etc.

5). Value Driven Management (VDM) ; Employees with training to develop human resources, counseling, and
sharing to build good relationships and good team work between each employees and supervisors, and apply the principle that if you serve your employees well, they will serve customers well "focus on teamwork.

6). Tight financial management ; To enhance and improve systems and financial strategy to improve profitability,
reduce costs as efficiently as possible so decrease of the cost of goods sold, so, it will be able to keep ticket prices low price and the company remains safe / survive. 7). Organizational Culture Value Drivers; Work hard and treat employees and customers well. Leadership in a culture conditioned to maintain, recruiting, selection and hiring of new employees who fit for the organization.

8). Organizational Culture Value Drivers; using strategic culture is the main base for customer service and
organizational flexibility.

9). The Individual Employees Value Drivers; Employees at every level of the organization are empowered to
become leaders in all functional departments of the organization and to take the initiative with external agencies when necessary. Employees believe and support the leadership of top corporate leaders to front-line supervisors. 10). A strong human resources strategy; Encourage employees to look at the position and duties, upholding corporate culture and develop internal and external organizations. 11). The Customer Value Drivers ; provide the best service and convenience for the customer during the way, provide the best services and facilities such as seating first class , and create a good relationship with the customer, especially members e.g. by email if there are events, etc. 12). Competition; creating a healthy of competition with competitors by providing the best service and customer service by professional manner.

13).

Team-oriented culture; Changing habits, understanding and commitment of the employees to the

customers about saying "it's not my job and responsibility" to " It's my responsibility." 14). Owner Values (employees and shareholders) ; Instill in employees' sense of ; *). When they work, thinking company is theirs ", because if they think that their own, then they will work wholeheartedly with all their expertise, and they will give the best service to customers and performing well on Their job, and build team work between each employees and supervisors. *). But, " Thinking yours employee " when you enjoy facilities of company, so they will not abuse the facilities provided by the company and it will use as needed and they will keep both from customer or them.

3). If you were part of SWAs senior management team, would you (in 2013) consider making a bid in order to purchase American Airlines (which filed for Chapter 11 bankruptcy protection)? In the development of your answer, consider whether the two airlines would make a good strategic fit and explain your reasoning.

If SWA merger or buy American Airlines will essential because it can more competition with competitors such as Delta and United Continental, and it will be perfect of route combination and produce a better airline. They will maintain strategy of low cost / low fare. Also, eliminate the intense competition with the merger of the two airlines Southwest Airlines and avoid the risk of bankruptcy.