ROBIN L BROWN
FINANCIAL RESEARCH REPORT
FIN 534 FINANCIAL MANAGEMENT
MARCH 5TH, 2015
DR. WOO

In all its 44th year of service, Dallas-based Southwest Airlines (NYSE: LUV) continues to differentiate itself from other air carriers. When Southwest Airlines first took to the skies in 1971, the idea was simple—offer low-fare air travel with the best Customer Service delivered by people who have a passion for serving others. Southwest Airlines was founded by Herb Kelleher and Rolling King. The company started its services for San Antonio, Dallas and Houston. The company was the first to introduce passenger programs that changed the airline industry. In the mid-1980s, the company was first to offer the frequent miles program. This program allowed travelers to bank traveled air miles to be used later as credit for a reduced airfare or free ticket. It was also the first airline company to offer senior discounts, fun packs and fun fares. In the 90s, the airline continued to introduced passengers to “newness”. In 1994, Southwest became the first major airline to offer ticketless travel. In 1996, Southwest became the first major airline to post a website with the launch of our “Home Gate” site. Southwest Airlines had other “first” as well. It adopted the first profit sharing plan in the US airline industry in 1973. The employees own almost 10% of the company stock through this plan and others. 87 percent of the company is unionized. The pilots are represented by the pilot association of Southwest Airlines which is a union separate from the much larger Air Line Pilots Association.
With the additions of TranStar Airlines in 1987 and Morris Air in 1994, Southwest became the 5th largest US air carrier by 1998, carrying more than 50 million passengers per year servicing the Southwest, the Northwest and other primary locations across the United States. The company has served