As an aside – My personal belief is that concepts and theories are of little value to each us if we do not learn to apply them to the real world. For this reason, we will have applied activities as often as possible.  We are always learning together, myself included.  Please feel free to call or email me if you want to discuss further.

This SIA assignment requires you apply a concept or theory we have learned to a subject that is current in the ‘real’ world. The assigned topic for Application Assignment 2 is:  Southwest Airlines (SWA)

In Chapter 7, we examine and explore a variety of business unit strategies.  Included in these discussions are low-cost, differentiation, and low-cost/differentiation.    

Your assignment (read carefully): Conduct additional research on low-cost, differentiation, and low-cost/differentiation (there is a TON out there on these subjects) to find at least 5 quality sources.  Using our textbook and your own research write at least two pages of analysis and discussion of the low-cost/differentiation (it is a combination of these two) strategy utilized by SWA ~ you can identify the good/bad/successes/blunders in this section.  Next, based on your findings, prepare a one-page recommendation for the board of directors of SWA that includes the discussion and high level implementation plan for at least 3 new initiatives SWA can pursue while maintaining their current strategy of low cost/differentiation.  Put these together in one document for a MINIMUM  three pages of content (not including reference and title pages).  Please follow APA format guidelines. 

In other words, after writing an analysis of Southwest Airlines (SWA) utilization of a low cost/differentiation strategy including the incorporation of at least 5 references (2+pages), you should be in a position to make recommendations for the board (1+pages). Act as if you are a consultant who has been hired to help the company progress. What advice or guidance would you offer them based on the information you ascertained during your analysis?

*Remember, this is your ability to show off what you have learned as well as your ability to apply it to a real world situation. You must link it to the chapters provided as well.