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Southwest Airlines

Southwest Airlines

SOUTHWEST AIRLINES

1. Strategic Issue
What is Southwest Airlines Key problem?  Expansion 
If there is a problem that faces this airline it would have to be expansion.  In 2001 they are only adding one new city, West Palm Beach, because demand for aircraft throughout their existing system is at an all time high.
What are the Symptoms? 
To meet the demands of the coming years, Southwest has placed an order for 290 new Boeing 737-700’s.  These purchases bring their fleet to over 450 aircraft.   At present there are over 100 cities that have petitioned for Southwest service at their local airport.   Before any of these cities can be added to the route sheet the company must ensure they have the available seat miles, personnel and infrastructure to support and maintain the route.
External factors in the Competitive Arena
Many factors would have to be examined prior to adding a new service point.  Would the existing facilities at the new airport provide adequate gate space?  With company philosophy on providing minimal turn around time, they would not provide service to a facility were they might have to wait on another carrier to clear a gate.

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