Southwest Airlines BSC
Jasmine Scott
Brittany Murray
Angelo Gonzalez
Pebbles Gilbert
Jennifer Katzman
Balanced Scorecard
Strategic Theme:
•
Brand Loyalty
Fast
Turnaround
•
Measurement
Target
Competitive
Advantage
Entering a new
market
• Market Value
• Survey
• Customer
Loyalty
•
Higher
demand at
LaGuardia
More customers
Broader variety of
service
•
•
Frequent
customers
who fly into
New York
Initiative
Maintaining
Lowest Price
Offerings
•
•
Providing
Meals
Objectives
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 LaGuardia
• Providing an
additional
service to
LaGuardia
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
We will pursue our mission and vision through a focus on Quality, Safety and Value
Organization ‘s
Competitive
Advantage
Quality Service
Customer Location Superiority
C1 Quality Affairs
• 10min Fast turnaround
• Meal Options
Management Excellence
C 2 More travel options
Business Select
More connectivity and reach
C3 Customer Value
• Customer Care
Measu
Leadin
custom
of “Bu
Laggin
turnaro
Measu
Institution’s
Core
Operations
P2 Provide fast,
smooth, easy
Travel time
P1 True employees,
customers, and stakeholders
to strengthen Brand Loyalty
P5 Strategic & Innovative
corresponding processes to
successfully achieve
developments
P4 Create a friendly
environment by offering
customers options of a snack
or meal
P6 Optimize scheduling &
productivity
P7 Excel in efficient & effective
operations
Leadin
loyalty
regard
traffic?
Laggin
will lea
LaGua
P3 Capital investment emphasis in technology & facilities to support
operational, scheduling & financial objectives – ROI analysis
Measu
Company’s provision of service to customers before, during and after a flight
experience.
Intercultural
Adequacy
L2 Uphold the
Company’s mission &
vision to mold a
superior environment
for staff & customers.
L3 Hire Friendly, and
bubbly employees with
diverse morals and
values
L3 Engage in Cross
Training and promote
employees from within
instead of out sourcing.
L4 Engage staff from other
locations and bring them at
LaGuardia for success
Leadin
emplo
Laggin
have b
Measu
F1 Accomplish a 22% ROI to endure our Mission and achieve our Vision
Profitable
Endurance
*F2 Cultivate implementations
to exceed customers
expectations!!
F3 Maximize
on profit by
lowering operating cost
and operating cost. Also
providing meals will help
to generate Revenue.
F4 Use innovative
strategic plans to
strengthen customer &
staff relations
F5 Capture earned revenue
Leadin
gainin
excee
Laggin
operat
gain?