... their aircrafts is less than 8.5 years. Southwest also maintains great human resources and employee relations. In April 2001, Fortune magazine named them employer of choice among college students. One of the clever strategies they have implemented is the automatic boarding pass that enabled passengers to get tickets 90 minutes before departure and reduced their (passengers) waiting time in lines. This strategy as well as their consistent high levels of service has helped Southwest beat out their competition on customer satisfaction. Their competitors include United, Delta, Northwest Airlines, US Airways Group, American Airlines, and Alaska air group. They rank number one in market capitalization and despite the September 11 terrorist attacks was the only airline company to withstand its impacts on the economy. I. Current Situation A. Performance Despite some decreases in net income (82.3%), operating revenues (12%), and load factor (62.9%), Southwest airlines have posted profit consecutively for the last twenty ...

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