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Background
In 1967,Rolling King and Herb Kelleher founded
Southwest an intrastate airlines. In 1982, Just Say When campaign In 1987,Frequent flier programme,no. of flights taken. In 1992,Southwest won the annual Triple Crown Award. In 1996,SW started selling through Website www.southwest.com
Cont.
In 2000,SW placed biggest aircraft order ever,
delivery of 94 Boeing737. In 2001,sept terrorist attacks,SW managed to post a profit. In 2002,the worst year ever for the airlines industry ,SW posted its 30th consecutive profit. In 2003,SWAirlines was the 4th largest US airlines in terms of domestic customers carried.
Reliable
Short duration air service Lowest possible fair Quality service Point to Point Blanketing stratgy
is the percentage of a plane filled with paying passengers. Revenue passenger milesOne paying passenger flown one line
Source:www.southwest.co m
Cont
passengers
Aircraft Utilizatin
11:24 11:16 11:09 11:02
1998 1999 2000 2001 2002 hr:min
Contd.
In2002,Sluggish
2000
0 1998 1999 2000 2001 2002
500
0
Revenue
NI
Daily Departure
200 180 160 140 120 100 80 60 40 20 0
No. of Daily Flights
171 180
80
86
No od Daily flights
Airports
8:18 Pushback
disengages plane leaves for runway
No baggag e transfer s
Activities
Standardized fleet of 737 aircrafts
Looking Ahead
Increase more non stop flights
route.
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