case analysis southwest airlines 1

This case is in textbook(in the attachment)

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Instructor Commentary: Each week, we will Spotlight a different Spotlight Item. Last week, we focused on the GAP Analysis as an entire class. This week, you will focus on your individual briefcase item assignment, but I will highlight the SWOT Analysis. If you are not conducting the SWOT this week, you will still need to know this information for future references. (Note: For those of you conducting the SWOT, I must see current events considered in your SWOT)

The primary purpose of the SWOT is to have a visual of where the company stands in a given period of time. The most common users of a SWOT analysis are team members and project managers who are responsible for decision-making and strategic planning. However, anyone who belongs to an organization can develop a SWOT. Please use the guide below to guide your efforts in providing a SWOT chart. In your chart, you will need to include at least 4 elements per quadrant. Once you have completed the chart, make recommendations on how the organization should proceed. Remember, you must always support your recommendations with academic research.

Internal factors include your resources and experiences. General areas to consider for strengths and weaknesses:

oHuman resources – staff, volunteers, board members, target population

oPhysical resources – your location, building, equipment

oFinancial – grants, funding agencies, other sources of income

oActivities and processes – programs you run, systems you employ

oPast experiences – building blocks for learning and success, your reputation in the community

External factors that you can not control in the external environment of a business (social/cultural, political, global, economic, technological, environmental)

Cast a wide net for the external part of the assessment. No organization, group, program, or neighborhood is immune to outside events and forces. Consider your connectedness, for better and worse, as you compile this part of your SWOT list.

Forces and facts that your group does not control include:

oFuture trends in your field or the culture

oThe economy – local, national, or international

oFunding sources – foundations, donors, legislatures

oDemographics – changes in the age, race, gender, culture of those you serve or in your area

oThe physical environment (Is your building in a growing part of town? Is the bus company cutting routes?)

oLegislation (Do new federal requirements make your job harder…or easier?)

oLocal, national or international events

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