INTERNAL ANALYSIS AND SWOT ANALYSIS
Analysis of the identification and evaluation of one or two key items in each element of the model, as described in the background readings and as enumerated in the SLP for this module.
Keys to the AssignmentStep One: Conduct a critical and thorough internal analysis of Southwest Airlines, assessing as many of the company’s internal strengths and weaknesses as you can. Be sure to incorporate the results of your RBV analysis from the SLP exercise into your discussion. Also, consider the operations, customer service, finance, human resources management, and marketing functions. See the following website, as it will help you relative to which strengths and weaknesses you might wish to evaluate:
http://www.businessballs.com/swotanalysisfreetemplate.htm
Step Two: In a 5-7 page paper, write up the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing Southwest Airlines as revealed by your analysis.
Step Three: Synthesize your internal analysis with your external environmental analysis (from the Module 2 and complete an overall SWOT analysis. In essence, you are to tell me – based on your SWOT – specifically what the company should do. Give me your overall analysis – does the company have more strengths than weaknesses? More weaknesses than strengths? Whatever you decide here, you need to tell me what the company’s strategy should be — in response to your collective assessment of the organization’s strengths, weaknesses, opportunities, and threats. Explain!
Step Four: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as Southwest Airline’s consultant. This is a professional document. Follow the format below:
Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with section headings.
Conclusion: Summarize your paper in the light of your thesis statement
Step Two: In a 5-7 page paper, write up the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing Southwest Airlines as revealed by your analysis.
Step Three: Synthesize your internal analysis with your external environmental analysis (from the Module 2 and complete an overall SWOT analysis. In essence, you are to tell me – based on your SWOT – specifically what the company should do. Give me your overall analysis – does the company have more strengths than weaknesses? More weaknesses than strengths? Whatever you decide here, you need to tell me what the company’s strategy should be — in response to your collective assessment of the organization’s strengths, weaknesses, opportunities, and threats. Explain!
Step Four: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as Southwest Airline’s consultant. This is a professional document. Follow the format below:
Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with section headings.
Conclusion: Summarize your paper in the light of your thesis statement
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