Case Study

Southwest Airlines: Strategy on trial

18 pages
December 2012
Reference: IMD-3-2352

This case examines the history of Southwest Airlines and its 2010 acquisition of AirTran. Given the differences in strategy and tactics between Southwest and AirTran, the acquisition presents the potential opportunity for Southwest to change its strategy. Conversely, it can basically keep its strategy and change aspects of AirTran that do not currently fit Southwest’s traditional strategy.

Learning Objective

Examine nature of competitive strategy and explore conditions when it may be time to change the strategy.

Keywords
Settings
United States of America
Southwest Airlines
1971-2010
Type
Published Sources
Copyright
© 2012
Available Languages
English
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