Based on the mini case study entitled, "Southwest Airlines: Is "Luv" At The Limit?"

Source: Dess, G, McNamara, G, Eisner, A, & Lee, S 2021, Strategic Management, Text & Cases, 10th edn, McGraw-Hill Education, USA, pp C-8 - C-13.

Required: a. You are the management consultant appointed by Southwest Airlines to review its current mission statement.

b. You are to make a report to its Board of Directors recommending how the statement may be improved and rewritten.

Table 1: Analysis of Current Mission Statement on Customers, Product or services, Geographic domain, Technology, Concern of survival, Philosophy, Self-concept and Concern for public image. (Table format)

Table 1: Analysis of Current Mission Statement

Customers
Product or services
Geographic domain
Technology
Concern of survival
Philosophy
Self-concept
Concern for public image

Table 2: Revised Mission Statement on Customers , Product or services, Geographic domain, Technology, Concern of survival , Philosophy , Self-concept and Concern for public image. (Table format & evaluation and justification)

Table 2: Revised Mission Statement

Customers
Product or services
Geographic domain
Technology
Concern of survival
Philosophy
Self-concept
Concern for public image

c. You are required to justify to the Board of Directors how the new statement is relevant in today's environment.

d. In addition, the Board of Directors has requested an analysis of the key factors for competitive success in the industry.

e. You are expected to include your evaluation and justification in the report. You are required to research and update the mini case information.

Case Study: