Southwest has a constant profit since 2014 and been able to achieve investment grade status along with Alaska air group. Southwest has been ranked the top travel brand and is one of the most recognized brands in the US. The airline has gained recognition by not following in other airlines footsteps by putting major funds into advertising at sporting events which other airlines like United have now taken advantage of. "Southwest is benefitting from strong demand within the US market place, reflected in its 8% passenger unit revenue growth in 2Q2014, the largest gain of any US airline."
Our airlines weaknesses lie in the international flight segment. Major airlines like United and Delta gain exponential profit off of international flights. Along with adding international flights, I believe it would be beneficial for our airline to upgrade amenities on the flight. The Southwest fleet are the newest airplanes in traveling but still sometimes come without Wifi or extra leg room(Business class customers).
http://centreforaviation.com/analysis/southwest-airlines-swot-financial-strength-is-mainstay-but-cost-and-culture-challenges-loom-large-187714
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