사우스웨스트항공 - mbastory.tistory.com

1 NOTICE: Proprietary and Confidential This material is proprietary to writers. It shall not be used, reproduced, copied, disclosed, transmitted, in whole or in part, without the permissions of writers 2004 copyrights reserved Contents 1.. 2.. 3.. Contents Contents 4.. 5.. Page 2. 1.. Chapter 1-1.. 1. Chapter : 20 . 1963 John F. Kennedy 2. , . Chapter : . 3. : . Chapter , .. 4. : , MD . Chapter (San Antonio): 10 . 5. , , . : Austin . : Caddo . : (1836 ), : Lone Star State (River Walk), (Sea World of Texas). : 15-16 . Page 4.

2 Chapter 1-2.. 1. Chapter 1966 . ( ). 2. , , ( ) . Chapter , , . 3. 1971 ; (1971~1978) CEO . Chapter , ; . ( - 6 , - 12 ) 4. Chapter - . / / . 5. , . 1978 ( ) . 1979 ' : , , , . Page 5. 2.. Chapter 2-1.. 1. Chapter . 1971 11 737 . 2. CEO : 10 .. Chapter , . 112 2 . 3. 3 27~28 , 20 . Chapter 2 4. 1973. 1. 22. Chapter 3 .. 7 5. : 26 .. 7 , 13 . : 13 . Page 7. Chapter 2-2.. 1.. Chapter . 2.. Chapter .. , . 3.. Chapter 4.. Chapter . 5 5.. 1990 .. Page 8. Chapter 2-3.. 1. Chapter Costs per Available Seat-Mile (1993). Southwest Airlines United Airlines Costs 2.

3 Costs Costs Comparing Ratio Ratio Chapter (Cents) (Cents) Ratio Wages and benefits 33% 33% 146% 3. Fuel and oil 15% 10% 100%. Chapter Aircraft ownership 10% 8% 114%. 4. Aircraft maintenance 8% 3% 50%. Chapter Commissions on ticket sales 7% 1 10% 200%. Advertising 3% 2% 100% 5. Food and beverage 0 0% 5% - Other 24% 30% 182%. Total 100% 100% 146%. Chapter Chapter Chapter Chapter Chapter 1. 2. 3. 5. 4. Page 10. 2-4.. 3.. Chapter 3-1.. 1.. Chapter , . 2. Chapter High 3. Chapter . 4. Chapter 5.. Low .. Page 12. Chapter 3-2. 7P Mix 1.

4 Functional Strategies Operational Outcomes 7P Mix Chapter Route Strategy Low Breakeven - Short Hauls High Utilization Product 2. - Frequent Schedules - Point-to-point Quick Turns Chapter - Small Airports Price - Good Weather Fuel Efficiency, Small Crew 3. Fleet Strategy - Small Airplanes Place Chapter - One Model Fuel / Repairs - New Planes High Familiarity Promotion 4. Service Strategy -Low Inventory Chapter - No Food, Just Drinks -Low Training - No Reservations Process Personality, 5. Human Resources Atmosphere - Selective : Hire Physical Energetic, Enthused - Cross Train Versatile, Environment - Average Pay, But Stock Productive - Employee Owners People - Family/Upbeat Culture Employee Loyalty Page 13.

5 Chapter 3-3. 7P Mix - . 1. - ( 737). Chapter Product - ( , ). - . 2. - : 25% ( ). Price - . Chapter - ( ). Place - . 3. - . - . Chapter Process - , , , . 7P - . Mix - . 4. Promotion - ( , ) PR. Chapter Physical - . Environment - . 5. - , . - . - . People - . - . - . - . Page 14. Chapter 3-4.. 1. , . Chapter . 2.. Chapter 1 , 2004 2700 . 9 91 , 189 . 1998 20% 3. 1 . Chapter 91 . 4. (2001 12 2002 1 ). Chapter ( low fare, no frills ). 4 2 6 . 5. , 6 30 , 100 . 28 737-300 2005 A320 . 1601 , 3 5 (2004 ). Page 15. 4.. Chapter 4-1.

6 - 31 . 1. Chapter 2. Philosophy Philosophy Chapter Love Field 3. Chapter Encourage Make/Have 4. a fun : Just Plane Chapter Fun 5. Make a joke Page 17. Chapter 4-2.. 1. Chapter 1 . 2. 2 . Chapter 3 Point-to-Point 3. Chapter 4 . 4. Chapter 5 . 5. 6 . 7 . Page 18. Chapter 4-3.. 1. 1) Management listens to the frontline!!! -- . Chapter - . - . - open decision-making process 2. - . Chapter 2) Management stays in touch with the frontline : . - 1 (Service Master). 3. - . - , . Chapter . 3) Management supports the frontline : 4. - ' (Southwest CEO).

7 Chapter - . 4) Management services the frontline : 5. - (Excellent) . - . - .. Page 19. Chapter 4-4.. 1. Chapter .. 2.. Chapter : , ground personnel, , . : 1) 3. 2) .. Chapter Sense of Humor . 4. 1 , , .. Chapter 1 3 , , . 5.. 20%. Page 20. Chapter 4-5.. 1. Chapter (+). Pay Reward 2. (+) Policy Performance Peer Support Chapter (-) (+). Workload (+) Job (+). (-) Participation 3. Satisfaction Role Conflict Chapter Role (-) (+). (-). Ambiguity Power (+) Turnover 4. Autonomy (+). (+). (+) (+). Teamwork Chapter (-). Routinization (+).

8 Promotional (+). (+) Professional Chances Organizational (+) 5. Commitment ism (+). Distribution (+). Justice Supervisory (+) (+). Support (+) Family-Responsive Policy Page 21. 5.. Chapter 5-1.. 1. 1) , ? Chapter 2) . 2. , .. ? Chapter 3) . 3. ? Chapter 4) ? 4. 5) . , . Chapter . , .. 5. ? Page 23. Thanks ? Question ! Answer