Southwest Airlines (SWA)

In Chapter 7, we examine and explore a variety of business unit strategies. Included in these discussions are
low-cost, differentiation, and low-cost/differentiation.
Your assignment (read carefully): Conduct additional research on low-cost, differentiation, and lowcost/differentiation (there is a TON out there on these subjects) to find at least 5 quality sources. Using our
textbook and your own research write at least two pages of analysis and discussion of the lowcost/differentiation (it is a combination of these two) strategy utilized by SWA ~ you can identify the
good/bad/successes/blunders in this section. Next, based on your findings, prepare a one-page
recommendation for the board of directors of SWA that includes the discussion and high level
implementation plan for at least 3 new initiatives SWA can pursue while maintaining their current strategy of
low cost/differentiation. Put these together in one document for a MINIMUM three pages of content (not
including reference and title pages). Please follow APA format guidelines.
In other words, after writing an analysis of Southwest Airlines (SWA) utilization of a low cost/differentiation
strategy including the incorporation of at least 5 references (2+pages), you should be in a position to make
recommendations for the board (1+pages). Act as if you are a consultant who has been hired to help the
company progress. What advice or guidance would you offer them based on the information you ascertained
during your analysis?
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