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CENTENNIAL COLLEGE The Business School MGMT 702 (001) CRAFTING AND EXECUTING STRATEGY Summer 2022: Professor Jai Goolsarran Research and Case Analysis No. 1 (10%): Part B: Southwest Airlines Co. Student name and number Please make a careful study of the case entitled, "Southwest Airlines in 2020: Culture, Values, and Operating Practices", the company's 2019 Annual Report (Form 10-K), the link to which is indicated below, your textbook's references to the company, and do recall the video interview with CEO Herb Kelleher at the Stanford Business School. And then, please answer the questions indicated hereunder. Use this word-processed document and present your answers immediately below each of the questions asked. Please maintain the font size 12, use appropriate headings where required, one-inch margins, appropriate end notes, single-side printing, etc.). References to "the company", "Southwest", and Southwest Airlines Co. are to be read and understood as one and the same. Your printed submission should be delivered to me in class, in person, on Friday, June 03, 2022. Please frame your answers using information from the case material, the 2019 Annual Report. the indicated video, and your textbook only. Please do not go on the Internet and search for the answers, or a score of precisely zero would be awarded for the relevant answers submitted. https://www.southwestairlinesinvestorre ... Southwest- IR/LUV_2019 Annual%20Report.pdf 1. For the purpose of updating the data provided in the case material, go to Selected Financial Data in the company's 2019 Annual Report (Form 10-K, page 45) and compile a table indicating the operating revenues (SB), net income (SB), load factor, trips flown (M), revenue passengers carried (M), average passenger fare, and the number of aircraft for the fiscal years 2019 to 2015, in that order. And why do you think that your Professor might have asked you to address this question? (9 marks) 2. Refer to your textbook's discussions in Chapter 5 about when a low-cost provider strategy works best. Which two among the listed conditions would best apply to the case of Southwest in the context of the US airline industry? Do explain your answer
fully. Please present your answer under two separate headings. (4 marks) 3. Refer to your textbook's discussions in Chapter 12 about corporate culture. In full, separate, and numbered statements, identify all the dimensions of the corporate culture of Southwest Airlines which you are able to discern, or reasonably infer, from the case material. Be sure that you use the appropriate terminology in your answer. (6 marks) 4. State clearly and fully, in separate and numbered paragraphs, the specific ways in which the business strategy of Southwest Airlines Co. is executed (implemented) in the company's operations function (as distinct from the marketing, human resources, finance, and other functions) and, for each way, do explain how it contributes to the attainment of the company's low-cost structure. (6 marks) 5. Please review the case material discussions on the company's people management practices. Which three of these practices would you consider to be the most important ones that might have directly contributed to the success of the company? Do explain your answer clearly and fully. (6 marks) 6. (a) How many Risk Factors (stated in bold print) are presented and discussed in the Annual Report? (b) Why is it necessary for this item to be included in the Annual Reports? (c) State accurately and fully the one Risk Factor which you think carries the greatest risk for the company and do explain why you think that your answer is very correct. (6 marks) 7. Refer to the video of Michael Porter with respect to his Five Forces Model of Competition. State fully and accurately his views about the US airline industry. The link to the video, "The Five Competitive Forces That Shape Strategy", is indicated here. (3 marks) FBCvXw 8. Go to Exhibit 4 at page C-307 of the prescribed case material. State accurately the information provided for Total Salaries and Fringe Benefits for American Airlines, Delta Airlines, Southwest Airlines, and United Airlines for the year 2019, in that order. Now, what is your interpretation of the information provided? (3 marks)