Southwest Airlines BSC Jasmine Scott Brittany Murray Angelo
Southwest Airlines BSC Jasmine Scott Brittany Murray Angelo Gonzalez Pebbles Gilbert Jennifer Katzman
Balanced Scorecard Strategic Theme: • Brand Loyalty Fast Turnaround Providing Meals • Objectives Measurement Target Competitive Advantage Entering a new market • Market Value • Survey • Customer Loyalty • Higher demand at La. Guardia More customers Broader variety of service • • Frequent customers who fly into New York Initiative Maintaining Lowest Price Offerings • • Busines s Select More Travel Options Quality Customer Service Increase of sales • Competition in a larger market requires more options to consider for customers • Seat Revenue • Customer selection • • % Customer Representativ es trained • Differentiation from competitors Thriving on it’s brand loyalty • #1 • Providing more options for customers • Customer loyalty program • Providing options for customers • Differentiate itself from other airlines in customer service while in La. Guardia • Providing an additional service to La. Guardia airport
Southwest Airlines Strategy Map Mission: To retain the competitive edge of SWA in terms of its culture, employees and low cost strategy Vision: Should SWA change the strategy to acquire slots and gates and add business select seats Customer To achieve our focus on Quality, Safety & ‘s Organization Value, how should we Competitive appear to our internal Advantage & external customers? Internal Processes To satisfy our customers, at which operational & quality processes must we excel? Institution’s Core Operations We will pursue our mission and vision through a focus on Quality, Safety and Value Quality Service Customer Location Superiority C 1 Quality Affairs • 10 min Fast turnaround • Meal Options P 2 Provide fast, smooth, easy Travel time Management Excellence C 2 More travel options Business Select More connectivity and reach P 1 True employees, customers, and stakeholders to strengthen Brand Loyalty P 5 Strategic & Innovative corresponding processes to successfully achieve developments P 4 Create a friendly environment by offering customers options of a snack or meal C 3 Customer Value • Customer Care P 6 Optimize scheduling & productivity P 7 Excel in efficient & effective operations Measu Leadin custom of “Bu Laggin turnaro Measu Leadin loyalty regard traffic? Laggin will lea La. Gua P 3 Capital investment emphasis in technology & facilities to support operational, scheduling & financial objectives – ROI analysis Learning & Growth How will we sustain our ability to change and improve as a system Intercultural Adequacy Company’s provision of service to customers before, during and after a flight experience. L 2 Uphold the Company’s mission & vision to mold a superior environment for staff & customers. L 3 Hire Friendly, and bubbly employees with diverse morals and values L 3 Engage in Cross Training and promote employees from within instead of out sourcing. L 4 Engage staff from other locations and bring them at La. Guardia for success F 1 Accomplish a 22% ROI to endure our Mission and achieve our Vision Financial To financially sustain our Mission, on what Profitable must we focus? Endurance *F 2 Cultivate implementations to exceed customers expectations !! F 3 Maximize on profit by lowering operating cost and operating cost. Also providing meals will help to generate Revenue. F 4 Use innovative strategic plans to strengthen customer & staff relations F 5 Capture earned revenue Measu Leadin emplo Laggin have b Measu Leadin gainin excee Laggin operat gain?
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