Using Porters Five Forces model, analyse the competitive environment in the U.S. Airline industry. Support your arguments with evidence from the case study.

2. Conduct a Value Chain analysis to assess Southwest Airlines capabilities, identify and evaluate its core competencies, and argue how these core competencies underpin its choice of generic competitive strategy. 3. Using the cultural web, describe the organisational culture at Southwest Airlines, and briefly discuss how these features might impact successful implementation of the companys strategic choices. 4. At the time the case study was written, Southwest Airlines had not expanded outside the U.S., although in 2013, Southwests CEO remarked that opportunities for growth now lie beyond US borders. Evaluate the possible international strategy approaches (multi-domestic, global or transnational) and select which strategy you think Southwest should pursue.

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