...INDUSTRIAL (PROGRMA ACREDITADO 2011 - 2015) | | Casos en Gestión Financiera Tercer Trimestre de 2012 Prof. Dr. Juan Gallegos “Caso 2: Southwest Airlines.” Autores Benjamín Eltit Silva Sebastián FuentealbaTorres Rafael Monsalve Eric Sánchez Vega 1 de Septiembre de 2012 1) Analice el mercado de las aerolíneas en el que entra a competir Southwest (competidores, consumidores, proveedores, sustitutos, intensidad de la competencia, entorno de los negocios en general, reglas del juego, etc.) Análisis Externo. Competidores. Southwest considera que sus competidores directos son el transporte terrestre y no las demás aerolíneas. Consumidores. Personas que utilizan tren, metro o autobús, y que desean viajar a ciudades cercanas de forma rápida y a un bajo costo. Personas que estén dispuestas a prescindir del lujo en un viaje de avión. Proveedores. Southwest siempre varía de proveedor en busca de una alternativa mas económica para el abastecimiento de los insumos, por ejemplo, el combustible donde comprar le es indigente mientras el precio del insumo justifique el costo extra de acarrear peso adicional. Sustitutos. Frente a la competencia entre las distintas líneas aéreas presentes en el mercado estadounidense Southwest presenta la ventaja de la frecuencia y bajos costos, la buena atención y que la mayor parte de sus vuelos se realizan sin escalas, por esta característica de viajes cortos, volar con Southwest se convierte en la alternativa al transporte terrestre...
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...Caso Southwest Airlines La Southwest Airlines La Southwest Airlines ha dimostrato la chiara superiorità della sua strategia che le ha consentito di essere l’unica compagnia aerea americana: 1. che ha avuto profitti per tutti gli anni ‘90; 2. che ha un titolo azionario di grande successo (crescita del 21.755% tra 1972 e 1992); 3. che ha vinto la “triple crown” (premio per la soddisfazione del cliente) ripetutamente (cfr.tabella a). Recentemente sia Continental che United Airlines hanno cercato di imitare la strategia di Southwest Airlines per migliorare la loro redditività. Le radici del successo Il successo di Southwest Airlines può essere ricondotto alla sua capacità di creare valore per i suoi dipendenti e attraverso questo per i suoi clienti. “LUV” e “FUN”, le pietre angolari dell’approccio alla relazione con le risorse umane di Southwest, rappresentano rispetto e attenzione alla persone e costruzione di un ambiente di lavoro che incoraggia le persone a divertirsi lavorando. L’elevata produttività e il basso turnover di Southwest Airlines dimostrano che questo valore è ben valutato dalle persone che vi lavorano. I concorrenti di Southwest Airlines hanno tradizionalmente adottato delle strategie più convenzionali dedicate ad erigere delle barriere all’entrata controllando dei network di linee “hub and spoke” e utilizzando dei sofisticati sistemi di prenotazione computerizzata. Southwest è indubbiamente un caso atipico. Ma è difficile considerarla una ...
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...distinta manera que sus competidores y para esto menciona que puede ser logrado de tres maneras, con una estrategia basada en variedad (atacando un conjunto de necesidades), en necesidades (atacando un segmento de clientes), o por acceso (segmentando a los clientes por el acceso que tienen). Justamente de estas tres estrategias se desprenden también las principales críticas a su artículo y serán explicadas con mayor detalle a continuación. Dentro de los ejemplos que Porter nos da, incluye el caso de las Southwest Airlines Company, una aerolínea norteamericana que ha logrado tener éxito ofreciendo vuelos de corta distancia, con bajos costos, precios estandarizados y únicamente ofreciendo rutas domésticas entre aeropuertos de ciudades de mediano tamaño y aeropuertos secundarios de grandes ciudades. En contraste, una aerolínea tradicional de servicio completo ofrece un gran número de rutas, distintos precios, más y mejores servicios, pero también tiene costos más elevados. Southwest Airlines Company tiene un modelo de negocio enfocado a clientes que prefieren la puntualidad en sus vuelos y costos bajos y ha decidido enfocarse a este nicho de mercado, dejando de atender a aquellos clientes que tienen necesidad de tener más rutas, mayor confort en sus viajes, tener más servicios...
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...Caso Southwest Airlines 1.Southwest ha dominado el modelo de bajo precio y tiene los resultados financieros para probarlo. ¿Por qué no los de otras compañías aéreas copiar el modelo de Southwest? Southwest es una compañía aérea de bajo costo que se enfoca en un servicio rápido y sencillo, y sin lujos. Nunca ha servido comidas, no tiene reservas de asientos avanzadas, y vuela sólo aviones Boeing. Estas decisiones han ayudado Southwest ser flexible en estos tiempos que ha estado en decrecimiento los pasajeros causado por los ataques terroristas del 9/11 y la crisis económica mundial. Southwest es una de esas líneas aéreas que están en constante ganancias a pesar de los problemas que se enfrenta la industria. Con dicha estabilidad, la empresa es capaz de tomar decisiones y ajustar las políticas, que otras compañías aéreas muy cargadas pueden no ser capaces de imitar. El modelo comercial de Southwest se basa en la racionalización de sus operaciones, lo que se traduce en tarifas bajas y consumidores satisfechos. A continuación se presentan las medidas adoptadas por Southwest para ahorrar dinero y pasar a los clientes a través de tarifas bajas: Hace más de 3,100 viajes cortos de punto a punto en un día. “Boarding passes” unicos Operan un Boeing 737 para todos sus vuelos esto simplifica el proceso de entrenamiento de los empleados y ahorra tiempo y mano de obra. Su programa de precios de combustible que compran combustible con anticipación con contratos a largo plazo...
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...INDUSTRIAL (PROGRMA ACREDITADO 2011 - 2015) | | Casos en Gestión Financiera Southwest Airlines Profesor: Juan Gallegos Mardones Autores: Camila Apablaza Juan Gabriel Castillo Héctor Garrido Esteban Soto 1 de Septiembre de 2012 Desarrollo de preguntas caso: Southwest Airlines 1. Analice el mercado de las aerolíneas en el que entra a competir Southwest (competidores, consumidores, proveedores, sustitutos, intensidad de la competencia, entorno de los negocios en general, reglas del juego, etc.) Al momento de la constitución de Southwest los competidores Braniff y Texas International Airlines sostenían que no había una demanda suficiente para la existencia de tres líneas aéreas en el mercado interestatal de Texas, luego de un año y medio de operación de la compañía ambos competidores iniciaron una guerra de precios, la cual produjo que Southwest redujera en un 50% el valor del billete en la ruta Dallas-Houston. Cabe mencionar que en el año 1992 Southwest fue la única línea aérea que fu rentable en los Estados Unidos y que en Abril de 1993, Southwest era la séptima aerolínea en importancia, en relación al número de pasajeros. Además sus competidores Braniff y Texas International Airlines ya habían desaparecido en estos años. La aerolínea desde sus inicios a conservado una estrategia de vuelos de corto recorrido, alta frecuencia y de bajo costo, debido a la baja duración media de los vuelos de Southwest (65 minutos), esta veía como uno de sus principales...
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...Titulillo: SOUTHWEST AIRLINES IN 2008: CULTURE, VALUES, AND OPERATING PRACTICES Southwest Airlines, Caso de Estudio Indice Introducción: 3 Comienzos de Southwest Airlines: 3 Mercado:. 4 Análisis de la Industria:. 5 Modelo de competencia de 5 fuerzas:. 5 Evaluación de Fortalezas Competitivas y Satisfacción de los Empleados:. 5 Estrategias de Southwest Airlines: 6 Estrategia de tarifas bajas de Southwest Airlines:. 7 Prácticas y Cultura de Southwest Airlines:. 8 Estilo de administración de Southwest Airlines:. 8 Productividad de los empleados de Southwest Airlines:. 8 Situación Operativa de Southwest Airlines: 9 Estados Financieros de Southwest Airlines: 9 Definición del problema:. 10 Análisis FODA: 10 Descripción de las alternativas: 11 Selección de alternativas: 12 Implemtanción: 12 Conclusiones: 12 Introducción En el 2008, Southwest Airlines es la aerolínea que más gente utiliza en los Estados Unidos, además de ser la única de las principales aerolíneas de ese país en consistentemente reportar utilidades. La industria de la aviación había perdido dinero en 14 de los 28 años comprendidos entre 1980 y 2007, mientras en julio del 2008, Southwest Airlines reportó ingresos record en un cuatrimestre, y ya suma 69 cuatrimestres consecutivos en reportar utilidades. La compañía ha reportado utilidades desde 1973. Entre 1990 y 1994, la industria tuvo cinco años consecutivos de pérdidas y despidió a 120,000 empleados, en cambio...
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...SOUTHWEST AIRLINES Introducción Southwest airlines es una compañía low cost de transporte aéreo de pasajeros fundada en el año 1967 por Rollin W. King. Hechos King detecta una verdadera necesidad de mejorar el servicio aéreo dentro del Estado de Texas debido a la carencia de buen servicio prestado por las aerolíneas de aquel entonces. Existen dos aerolíneas principales que serán nuestra competencia: * Braniff: 69 aviones, 256 MM de USD facturación y 5,6 MM de pasajeros * Texas International: 45 aviones, 32 MM de USD facturación y 1,5 MM de pasajeros En 1968 Southwest obtiene el Cerificado que le permite prestar servicios aéreos dentro del Estado, entre Dallas/ Fort Worth, Houston y San Antonio. Este hecho motivo una encarnizada lucha en los tribunales por parte de las compañías competidoras. Se solicita que se anulase el otorgamiento, alegando que el mercado no era lo suficientemente importante como para soportar la entrada de una nueva línea aérea. Como consecuencia de esta batalla judicial Southwest tuvo un costo de 530.000 USD antes de despegar su primer vuelo y se retrasó más de 2 años el inicio de las operaciones en vuelos. De todos modos todo esto tuvo un efecto positivo para la compañía ya que les permitió disponer del tiempo suficiente para adquirir el mejor equipo profesional y disponer de un excelente cuadro directivo. Algunos de los directivos provenían de la competencia como es el caso de Vidal, Elliot y Franklin. Descripción Equipo Directivo Southwest: ...
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...for it to last forever. While some may disagree that “LUV” can’t last forever, when it comes to relationships, the “LUV” that is in question is Southwest Airlines. What once was a small commuter air service, has now grown to be one of the largest and most successful major airline companies in the United States. So how did Southwest Airlines become so successful? It all began with the founders Rollin King, an entrepreneur, and Herb Kelleher, an attorney, who demonstrated strategic leadership from the beginning. The strategic leadership began when the these two gentlemen saw an opportunity that would be beneficial due to the inconvenience and expense of ground travel by either bus, train, or automobile between three major cities, which were Houston, Dallas, and San Antonio. Due to this, the establishment of Southwest Airlines came into existence by providing point-to-point short haul flights to less popular and less congested airports. Shortly after its establishment, like any other new businesses, Southwest faced many barriers in the beginning phases, which pertained to safety issues, inspections, and flight operations, which Southwest was able to overcome due to Herb Kelleher’s legal experience. After overcoming the barriers, the strategic leadership continued with the incessant building of the organization. Southwest Airlines’ organization is like an upside-down pyramid where upper management is on the bottom and the employees, who are the experts, are at the top. This...
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...2011 Dr. Obi Discuss the trends in the U.S. airline industry and how these trends might impact a company’s strategy. The airline industry exists in a competitive market. In recent years there have been more lows than highs due to the economy, oil prices, post 9/11, and mergers. The terrorist attacks on September 11, 2001 led to a decrease in passenger traffic, bankruptcy, and lay-offs, which resulted in a major decrease in production, and a rise in labor costs. Prior to September 11, many airlines were already in bad shape, and were in the process of restructuring. Layoffs loomed on the horizon and on September 15, Continental announced it would cut 12,000 jobs. United and American followed with 20,000, Northwest 10,000, U.S. Airway, 11,000, and Delta 13,000. (Ward, 2002) Jet Blue and Southwest airlines were the only airlines that refused to cut jobs. “Before 9/11, the airline industry as a whole earned a profit five straight years from 1996 to 2000.” (Ackman, 2004) Things are starting to look up for the industry with airlines reporting their biggest earnings in a decade. (Martin, 2011) In 2008, crude oil prices rose to a record $140.00 dollars per barrel. (Thompson, Strickland, & Gamble page C-68) This caused many airlines to offset higher fuel costs by charging consumers additional fees. These fees included fuel surcharges, charging for first checked bag, and charging for pillows, blankets, and headsets. Airlines also cut costs by lowering wages, grounding aircraft...
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...BUDGET AIRLINE- ‘RYANAIR’ Module Name: Management and Strategy (MBA INTERNATIONAL) Module Reader: Claire Devlin Student Name: Varghese Jacob Student Number: 8202730 Date: 16/03/2007 Introduction Air line Industry can be called as one of the biggest industry in the world. In that huge industry European Airline industries part is very high. European Airline industry consists of two sectors mainly Main stream and Budget Airlines. The budget airline sector is becoming a great threat to the main stream airlines in these days. Among the Budget Sector Airlines Ryanair is the most established one. Here the essay is mainly dealing with the reviewing of the management strategy of the budget airline giant RYANAIR. Essay includes not only the management strategies but also the main problems that Ryanair have to face in their entire business period. And also includes the analyses of European Airline Industry in relation to Ryanair. ANALYSIS OF EUROPEAN AIRLINE INDUSTRY European Airline industry can be called as the world’s biggest airline industry. Europe’s main stream airlines industry includes British airways, Lufthansa, Scandinavian Airlines and BMI. Before the establishment of the budget airlines they were the kings of European airline industry. The Budget Airline or the Low frae airline includes Easyjet, Virgin Express, Aer Lingus, bimbay My TravelLite and last but not the least Ryanair. Among these budget airlines and...
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...years, air travel has grown by approximately seven percent per year. However, the airline industry suffered its largest downturn between 2008 and 2009, due to the economic downturn. Airlines carried 767,627,651 passengers in 2009, down from 809,447,811 passengers in 2008. Airlines have been forced to accommodate the economic recession by cutting flights, rescheduling existing routes, and looking for new revenue streams. As the economic recession revives itself, the demand for flights has begun to increase with 787,182,312 passengers flying in 2010; a significant upturn from the previous couple of years. Business travel has grown as companies increase their international presence in terms of their investments, supply and production chains and their customers. The rapid growth of global trade markets in goods and services and international investment have all contributed to growth in business travel. The domestic travel industry in the United States is typically a low cost, low fare environment. Most of the major airlines have undergone cost restructuring. Some airlines have sought the protection of Chapter 11 bankruptcy to restructure and reduce costs and then emerged as strong low-cost competitors. The majority have entered into cross-border alliances to improve profitability through synergy benefits. In order to meet the requirements of their increasingly discerning customers, some airlines have invested heavily in the quality of service that they offer, both on the ground...
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...1. Is there anything that you find particularly impressive about Southwest Airlines? There are several things that I like about Southwest Airlines The first is its large fleet of 527 aircraft, all of which are Boeing 737. In addition, I like the implementation of the strategy of the low cost airlines. The company has been able to understand the cost structure in the Airlines industry, has been able to understand customer needs, and has been able to deliver a remarkable value based product to its customers. I have been impressed by the manner in which the Airlines has been able to implement the low cost model of airlines. Southwest Airlines has also shown flexibility in addressing the needs of its customers. It has now decided to go in for 737-800 because they would improve scheduling. Southwest Airlines has been successful because it has eliminated services that were not valued by the customers and instead provided customers with a relatively lower cost option. 2. What grade would you give Southwest management for the job it has done in crafting the company's strategy? What is it that you like or dislike about the strategy? Does Southwest have a winning strategy? Southwest Airlines management deserves to be given an A grade for developing a winning strategy. Southwest Airlines strategy begins with its HR strategy of recruiting personnel that are high quality, are trained well and their performance is well managed. In addition, the strategy focuses on improving high level of employee...
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... Strategic Profile and Case Analysis Purpose In the airline industry competitors have to work hard to maintain market share and even more to increase their share. Southwest Airlines has become the market share leader in terms of passengers carried with the simple strategy: “low-cost/low-price/no-frills.” They have done an excellent job in implementing and executing their strategy elements. Some of the most crucial executions in the Southwest strategy are their point-to-point scheduling of flights, customer service and customer satisfaction, and appreciation of employee involvement for continuous company improvement. Although many other airlines can implement the same strategic elements as Southwest has, they would still be behind the times since Southwest has been working efficiently from inception. Throughout this analysis of their performance, one may conform his or her own opinion on how to grade Southwest with the information provided. Alternative strategic suggestions will be evaluated with a preferred alternative choice that could improve the Southwest image and performance. Situation Analysis General Environmental Analysis Until the Airline Deregulation Act of 1978, the government had control over airline fares, routes, and market entry. But since Southwest's initial plan was to fly only intrastate routes, they did not have to come under the regulation of the Civil Aeronautics Board. Southwest did, however, encounter some legal and regulatory issues...
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...referenced in the Appendix A. JetBlue Airways Corporation, which may also be referred to as JetBlue or JBLU by its ticker name. JetBlue is a passenger airline that provides customers with high-class amenities at a relatively low-cost. I. Areas of Operation A. Segment Assessments JetBlue operates through two segments: passenger and in-flight entertainment. (JetBlue Airways is a passenger airline. Co. operates primarily on point-to-point routes with its fleet of 120 Airbus A320 aircraft and 49 EMBRAER 190 aircraft. As of Dec 31 2011, Co. served 70 destinations in 22 states, Puerto Rico, Mexico and 12 countries in the Caribbean and Latin America. Co.'s onboard offerings include inflight entertainment systems which consist of 36 channels of DirecTV®, 100 channels of XM satellite radio and movie channel offerings; and a range of snacks and beverages. Co.'s subsidiary, LiveTV, LLC, provides in-flight entertainment, voice communication and data connectivity services for commercial and general aviation aircraft) (Business Summary, 2012). The company's other businesses include LiveTV, a wholly owned subsidiary which provides in-flight entertainment, voice communication and data connectivity services for commercial and general aviation aircraft. LiveTV has contracts with seven other domestic and international commercial airlines for the sale of certain hardware and installation, programming and maintenance of its live in-seat satellite television. It also has contracts for its...
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...diversifications: concentric, horizontal and conglomerate. When the new venture is related to the existing lines of business, it is called concentric diversification. When a firm develops or acquires new products that are different from its core business or technology but appeals to their current customer that is called horizontal diversification. Conglomerate diversification is when there is no common thread of strategic fit or relationship between the new and old lines of business; the new and old lines of business; the new and old businesses are unrelated (Enotes.com). Diversity at Southwest Airlines can be explained by the company having a modern and multi-faceted workforce which gives Southwest a competitive advantage in the national marketplace. Southwest employees represent a variety of backgrounds which possesses unique individual experiences to help Southwest’s corporate culture (Southwest.com). Southwest is able to foster an environment that encourages diversity, (ideas, knowledge and action that reaches out to various organizations and...
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