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Introduction Southwest Airlines began to fly in 1971 with flights to Houston Dallas and San Antonio SWA became a major airline in 1989 when it exceeded the billion-dollar revenue SWA is now the largest carrier based on scheduled domestic departures Year end results for 2003 marked Southwests 31st consecutive year of profitability SWA is the United States only major short-haul low-fare high-frequency point-to-point carrier But what is hidden behind this very profitable business What are the impacts of this airline on the market How did this small airline became one of the most powerful one in USA We are going to analyze today Southwest Airlines based on the case study made by Russell W Teasley and Richard Robinson concerning this Low Cost Airline and the way it is affecting the US Airline market Basic Informations 3000 Daily Airline Flights 35000 Employees Serves 60 Cities in 30 Us States Flys 380 Boeing 737 Jets Southwest Airline is 10 Employee Owned Southwest Airline has been profitable every year More than 35 years ago Rollin King and Herb Kelleher decided to start a different kind of airline They began with simple concepts Get the passengers to their destinations when they want to get there On time with scheduled flight At the lowest possible fares Make sure they have a good time doing it This is how Southwest Airline was born They always follow their mission Time flies when youre having fun How does it work Reservations via internet Credit card payment is required No paper tickets are issued Free seating Drinks meals are not included in the price Flights are usually from smaller airports Southwest fly short haul this means according to the consumer association Holiday where defines short haul travel as flight lasting less than 5 hours This is a benefice for the airline it help saving in salary for the
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