Running head: SOUTHWEST AIRLINES 1

Personal Case Analysis: Southwest Airlines

Da’Shira R. Craig

Arizona State University

OGL 481 – Organizational Leadership Pro-Seminar

Dr. Kate McCain

January 23, 2022

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Name and describe your organization.

Southwest Airlines has built a reputation for being a low-cost commercial airline with

exemplary customer service. Southwest was subjected to a three-year legal battle before

their airplanes left the ground (O'Reilly & Pfeffer, 1995). Southwest disrupted the airline

industry and continues to do so in its 50th year of business. Southwest's business

philosophy is to treat customers honestly and fairly and touts transparent pricing, free

checked baggage, and fee-free ticket changes as some of the benefits of flying with them

(Southwest Airlines Co., 2020). Southwest has changed the airline industry with its point-

to-point service and ticketless travel.

Describe your role in the organization (it can be an internal or external role).

My role in the organization is external, as a shareholder and a frequent customer.

Southwest has always been my go-to airline to travel to nearby cities as a former

Southern California resident. My son is also a frequent flyer, using the airline to fly as an

unaccompanied minor every quarter to visit his father. As I started to formulate my

investment strategy, Southwest quickly emerged as a good investment compared to other

airlines. Southwest's years of operation, profitability, and return on investment made me

feel like it was an outstanding stock to buy and hold for the long term.

Describe the situation, including information you think will help the reader
understand the most important elements of the situation. (This will require
selectivity: part of the art of case writing is separating the essential facts from the
mass of information that might be included).

The COVID-19 pandemic has affected Southwest in many ways, and as we continue into

the third year of the pandemic, new problems are presenting themselves. Passenger safety

is at the forefront of those concerns, with the obvious issue of protecting employees and
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passengers from a highly contagious airborne virus. However, some protective measures,

like mask mandates, have been linked to verbal and physical violence against employees

and other passengers. Additionally, flights were canceled due to weather, illness, and

staffing shortages. Thousands of employees left Southwest at the beginning of the

pandemic, and now Southwest is ramping up its hiring efforts. This is a challenge

because Southwest's pay range is among the lowest of airlines its size (O'Reilly & Pfeffer,

1995).

Southwest's new CEO, Robert Jordan, is also looking to modernize the airline's

operations. For example, increased flight cancellations mean that equipment and

personnel are not at their planned location, and Jordan states new tools could help the

airline manage that problem (Koenig, 2022). He is also looking to upgrade the airplane

Wi-Fi and add power outlets for customer usage. These changes will be necessary if the

airline moves forward with a customer self-service option on flights (Koenig, 2022).
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References

Koenig, D. (2022, January 10). Incoming CEO at Southwest Airlines faces numerous challenges.

Retrieved from KOMO News: https://komonews.com/news/coronavirus/incoming-ceo-

at-southwest-airlines-faces-numerous-challenges

O'Reilly, C., & Pfeffer, J. (1995). Southwest Airlines. Stanford Graduate School of Business.

Retrieved from https://canvas.asu.edu/courses/105012/files/41518392/download?wrap=1

Southwest Airlines Co. (2020, March 7). Southwest Corporate Fact Sheet. Retrieved from

Southwest.com: https://www.swamedia.com/pages/corporate-fact-sheet