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Comprehensive Capstone Case Study – Strategic Decision Making Comprehensive Capstone Case Study Southwest Airlines Company (LUV)  (Group 4). Headquartered

Comprehensive Capstone Case Study – Strategic Decision Making Comprehensive Capstone Case Study
Southwest Airlines Company (LUV)  (Group 4).
Headquartered

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Comprehensive Capstone Case Study – Strategic Decision Making Comprehensive Capstone Case Study
Southwest Airlines Company (LUV)  (Group 4).
Headquartered in Dallas, Texas, Southwest Airlines has reported a profit for 45 consecutive years. Southwest operates 706 Boeing 737 aircraft serving over 100 destinations in 40 states as of December 31, 2017. Southwest also flies to the District of Columbia, Puerto Rico, and 10 near-international    countries, including Mexico, Jamaica, the Bahamas, Aruba, the Dominican Republic, Costa Rica, Belize, Cuba, the Cayman Islands, Turks, and Chaos.
Southwest only flies Boeing 737 planes and has kept this tradition for years, citing it is more efficient to only carry parts for one style of aircraft, only train pilots for one style of craft, and only have to hire engineers for one style of aircraft. Southwest is able to pass these savings right on to the consumer through relatively lower priced tickets. Surprising to some, Southwest was tabbed in 2017 as the largest U.S. carrier based on passengers boarding domestic flights in the U.S., with average flights lasting 2.0 hours and 754 miles.

  
Situation Analysis 

The Environment – PESTLE Analysis

Political environment
Economic environment
Social environment
Technological environment
Legal/Regulatory environment
Environmental environment

The Industry – Porter’s Five Forces Analysis

Bargaining power of suppliers
Threat of new entrant
Rivalry among existing competitors
Bargaining power of competitors
Threat of substitutes

The document should be at least 10 pages of content APA format and at least 3 to 5 references. Please covers all the above mentioned points in the document. BADM/BUOL 638, Strategic Decision Making
Comprehensive Capstone Case Study Instructions

The aim of this assignment is to provide students the opportunity to perform a thorough case analysis. Working with your group, students will be assigned a company by the professor for analysis. The case analysis should include the following elements:

Title Page

Executive Summary

Background
· Introduce the company and provide the reader with background information about the company.

Situation Analysis
· The Environment – PESTLE Analysis
1. Political environment
2. Economic environment
3. Social environment
4. Technological environment
5. Legal/Regulatory environment
6. Environmental environment

· The Industry – Porter’s Five Forces Analysis
1. Bargaining power of suppliers
2. Threat of new entrant
3. Rivalry among existing competitors
4. Bargaining power of competitors
5. Threat of substitutes

· The Firm
1. What is the mission and vision of the firm?
2. What are the strengths of the firm?
3. What is the firm’s financial condition?
4. What are the constraints and weaknesses of the firm (i.e. financial condition, organizational conflict)?
5. What is the management philosophy?
6. What does the organizational structure tell you about how decisions are made?

· The Product
1. What good and/or service does the organization offer?
2. What consumer need does the product solve?
3. What promotional mix, channels of distribution, and pricing strategies are being used by the organization?
4. What competitive advantage does the marketing strategy offer?

SWOT Analysis
· Strengths
· Identify strengths of the organization and answer the following questions:
· How does this strength affect the operations of the organization?
· How does this strength assist the company in meeting the needs of its target market(s)?
· Weaknesses
· Identify weaknesses of the organization and answer the following questions:
· How does this weakness affect the operations of the organization?
· How does knowledge of this weakness assist the organization in meeting the needs of its target market(s)?
· Opportunities
· Identify opportunities in the industry (and/or external environment) and answer the following questions:
· How is this opportunity related to serving the needs of our target market?
· What actions must the organization take to capitalize on this opportunity?
· Threats
· Identify threats in the industry (and/or external environment) and answer the following questions:
· How is this threat related to serving the needs of our target market?
· What actions must the organization take to prevent this threat from limiting the capabilities of the organization?

Problem Statement

· What is the primary problem in the case? Secondary problems? What are the ramifications of these problems in the long run? Short run? Include quantitative and qualitative analysis in your response.

Strategic Plan

· Based on the problem identified, develop a 5-year strategic plan for the company. This plan should include:
1. Clear vision, mission statement and core values
2. SMART objectives to solve the problem
3. Corresponding strategies for the objectives identified
4. Implementation plan
5. Key Performance Indicators to monitor progress

Summary

· Conclude the paper with a summary of the major points.

References

As groups prepare the project, please attend to the following additional guidelines:
· Length: 30 pages (double-spaced)
· Sources: 15 scholarly sources and 15 sources of business data
· Format: APA

Proofread the document carefully before submission at the end of the bi-term.

BADM/BUOL 638, Strategic Decision Making

Comprehensive Case Study

Evaluation Rubric

Student: _____ _______________________________________

Evaluator: __________________________________________________________

Date: _______________________________________________________________________

For each of the case analysis component areas (evaluation dimensions) identified below, use the evaluation rubric to assess the student’s work by specifying a score based on the performance ratings and descriptors delineated in the rubric form and by supplying relevant comments in the space provided.

Identification of Issues. This section should discuss the managerial, financial, marketing, legal, ethical, economic, international, and social responsibility/sustainability issues relevant to the case.

Stakeholder Perspectives. This section should identify the key stakeholders in the case and describe and evaluate their differing perspectives and interests.

Connections to Research. Within the case analysis, students should base their analyses on scholarly research and business data.

Analysis and Evaluation. This section should present an analysis of the central issues and problems in the case. This analysis should be informed by relevant scholarly research and business data and should lead to a set of conclusions that are supported by appropriate evidence.

Action Plans. This section should present plans of action for dealing with the central issues and problems in the case. These action plans should flow from the previous analysis and should be appropriately justified.

Evaluation of Alternatives. This section should provide a description and analysis of the expected results from implementing the proposed plans of action as previously specified.

Case Study Grading Rubric

Evaluation Dimensions

Performance Rating

Beginning

Progressing

Competent

Accomplished

Score

1

2

3

4

Case Study Component Areas – Grading Criteria

Identification of Issues

Does not recognize the problems or issues of the case, or identifies problems and issues that are not based on facts of the case;
Displays little understanding of the issues, key problems, and the company’s present situation and strategic challenges.

With several exceptions, identifies and outlines the principal problems and issues in the case;
Demonstrates a somewhat acceptable understanding of the company’s issues, current situation, and strategic challenges.

With a few exceptions, identifies and outlines the principal problems and issues in the case;
Demonstrates an acceptable understanding of the company’s issues, current situation, and strategic challenges.

Presents accurate and detailed descriptions of the problems and issues central to the case; Provides a well-focused diagnosis of strategic issues and key problems that demonstrates an excellent grasp of the company’s present situation and strategic challenges;
Descriptions are compelling and thoughtful.

Comments:

Stakeholder Perspectives

Does not identify or explain the perspectives of any stakeholders involved in the case, or explanation is flawed in many respects;
Fails to recognize any differences between the interests of the various stakeholders.

With several exceptions, identifies and summarizes the perspectives of the principal stakeholders involved in the case;
Outlines a few of the conflicts of interest between company stakeholders.

With a few minor exceptions, adequately identifies and summarizes the perspectives of the principal stakeholders involved in the case;
Outlines some conflicts of interest between company stakeholders.

Clearly and accurately describes the unique perspectives of multiple key stakeholders in the case;
Demonstrates insightful analysis of strategic tensions or conflicts of interest between the stakeholders.

Comments:

Connections to Research

Makes little or no connection between the issues and problems in the case and relevant scholarly research and business data, or the connections identified are weak or inaccurate in many respects.

Somewhat identifies and outlines connections between some of the issues and problems in the case and relevant scholarly research and business data, the connections identified are somewhat adequately explained.

Identifies and outlines connections between some of the issues and problems in the case and relevant scholarly research and business data, the connections identified are adequately explained.

Makes appropriate, insightful connections between the issues and problems in the case and relevant scholarly research and business data, effectively integrates multiple sources of knowledge with case information.

Comments:

Case Study Grading Rubric

Evaluation Dimensions

Performance Rating

Beginning

Progressing

Competent

Accomplished

Score

1

2

3

4

Analysis and Evaluation

Simply repeats facts identified in the case and does not discuss the relevance of these facts;
Fails to draw conclusions, or conclusions are not justified or supported;
Does not present relevant research or data;
Shows no critical examination of case issues.

Provides a minimal analysis of most of the issues and problems in the case;
In some instances, analysis is adequately supported by research and data;
Shows some critical examination of case issues.

Provides an acceptable analysis of most of the issues and problems in the case;
In most instances, analysis is adequately supported by research and data;
Appropriate conclusions are outlined and summarized.

Presents a balanced, in-depth, and critical assessment of the facts of the case in light of relevant scholarly research and business data;
Develops insightful and well-supported conclusions using reasoned, sound, and informed judgements.

Comments:

Action Plans

Has difficulty identifying alternatives and appropriate courses of action;
Few, if any, alternatives are presented, infeasible actions are proposed, action plans are not supported, or actions do not address the key issues and problems in the case.

Outlines and summarizes one or more alternative courses of action to deal with most of the issues and problems in the case;
In some instances, proposed action plans are outlined, are somewhat feasible, and based on relatively sound research and evidence.

Outlines and summarizes some alternative courses of action to deal with most of the issues and problems in the case;
In most instances, proposed action plans are outlined, are feasible, and based on relatively sound research and evidence.

Effectively weighs and assesses a variety of alternative actions that address the multiple issues central to the case;
Proposes detailed plans of action;
Action plans are realistic and contain thorough and well-reasoned justifications.

Comments:

Case Study Grading Rubric

Evaluation Dimensions

Performance Rating

Beginning

Progressing

Competent

Accomplished

Score

1

2

3

4

Evaluation of Alternatives

Displays limited awareness and/or understanding of the consequences of action plans;
Fails to identify implications and consequences of proposed action plans;
Identified outcomes do not follow from proposed action plans, or outcomes are not related to issues in the case.

Demonstrates a somewhat acceptable analysis of the results of proposed action plans;
Somewhat adequately outlines and summarizes the implications and consequences resulting from alternative courses of action;
With a several exceptions, identified consequences of action plans are related to key issues in the case.

Demonstrates acceptable analysis of the results of proposed action plans;
Adequately outlines and summarizes the implications and consequences resulting from alternative courses of action;
With a few minor exceptions, identified consequences of action plans are related to key issues in the case.

Objectively and critically reflects upon alternative plans of action;
Effectively identifies, thoroughly discusses, and insightfully evaluates the implications and consequences resulting from the proposed action plans;
Identified consequences are tied to the key issues central to the case.

Comments:

Overall Performance Rating on Case Study Analysis

Evaluation Criteria

Score

Identification of Issues

Stakeholder Perspectives

Connections to Research

Analysis and Evaluation

Action Plans

Evaluation of Alternatives

Total Score

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