Southwest Airlines: Strategy on trial
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.
Examine nature of competitive strategy and explore conditions when it may be time to change the strategy.
Southwest Airlines
1971-2010
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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