Southwest Airlines TOWS Matrix Strategy Creation Exercise

Create a stragey for Southwest airlines in nay of the four quadrants of TOWS Matrix
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Please read the posted articles on the TOWS Matrix and Executive Summary, and the Southwest Airlines
TOWS Exercise. The Southwest Air exercise is an actual TOWS Matrix, EFE and IFE that was handed in by
one of your fellow students about four or so years ago.

1. For your first post, please create and submit one strategy for Southwest Airlines in any of the four quadrants
   available to you by telling us;
   What factors are you matching using the (Sx, Sx, Sx: Ox) typology (see the TOWS Matrix document for a more
   detailed explanation).
   What type of strategy is it that you are recommending (from the Strategic Options handout)
   Give the strategy a title like "Project: Somesuch" or "Operation Instant Classic"
   Why your strategy makes sense for Southwest.
   Basically what I am asking for it that you create and present a strategy for Southwest that makes sense for the
   firm given the information in the document.
2. Comment on the strategies presented by two of your fellow students. Can their strategy be made better?
   Does a better choice exist?
   To illustrate, consider the TOWS Matrix for Starbuck’s in the example at the end of the TOWS Matrix and
   Executive Summary document. Here is another strategy that I came up with that is not in the Matrix. Note that
   this project was submitted several years ago. Try to use this format when presenting your strategy: EXAMPLE
   "(W3:T3). Concentric Diversification. “Project Instant Competition.” The idea here is for Starbuck’s to try to
   overcome their image of engaging in tax evasion, an image that can be altered through ethical long-term
   operation and large-scale public apology, and then re-introduce instant espresso and other coffee products
   throughout Europe. In order to compete with Nestle, the largest and most well-established coffee seller in
   Europe, they will need to effectively address their image issue first, and then address their pricing weaknesses
   on the road to introducing their instant coffee variations. These new product variations should result in quality
   instant products that compete with Nespresso products through price (no machine is needed as one needs no
   special equipment for Starbuck’s instant products), convenience, and variety. At the current time there is a gap
   in available instant products so Starbuck’s should try to carve out a niche between the expensive Nespresso
   products, and the cheaper, less quality instant products available. European expansion is central to any growth
   strategy on their part, and taking on the Elephant in the room, Nestle, will be difficult, but by avoiding the direct
   threat of Nestle by making an indirect inroad into the Euro coffee market."

Sample Solution