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Essay / Research Paper Abstract
This 4 page paper looks at the mission and the vision of Southwest Airlines and assesses they way in which these satisfy some of the basic criteria for good statements that have been laid down by theorist. The paper includes a critique of the statements and suggestion on how they may be changed or improved. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS65_TEsouthmis.doc
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Unformatted sample text from the term paper:
communications, or have the potential for improvement. If these statements are the articulation of the purpose of the company and used to communicate with different stakeholders then need to be
clear and incorporate the important elements that have been identified as important to these statements1. Looking at Southwest there is a stated mission, although it is not referred to
as a mission statement, there are also indicators of the firms vision, but again, these are not referred to as a vision statement. Digging in the firms statement there are
also some espoused values that add richness, all of which create an understanding of the firm. However one may consider whether or not these statements are optimal and achieve their
aims or if they have the potential to be improved. Southwest is a well established low cost air carrier, that has become the largest domestic carrier in the US
following the acquisition of AirTran (Southwest, 2012). The firm does not have a specific statement labelled as a mission statement but they do publish information on their mission. This may
be seen as the equivalent of a mission statement. It is stated that "The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with
a sense of warmth, friendliness, individual pride, and Company Spirit" (Southwest Airlines, 2012) It is notable that that purpose of the business may not be interpreted as explicitly stated, but
the name of the firm Southwest Airlines is a clear indicator of the business type. The first criterion2 of the organizations purpose is clear. The second criteria of the business
objective or goal are also stated with the commitment to the way that the firm wishes to provide services; with quality, warmth, friendless and pride. These goals also indicate values;
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