SouthWest Airlines

Group CIENT

Kyle Kowalczyk, Aaron Ferro, Andrew Repisky

PSU 006

10/07/2015
Table of Contents

1. Intro, Vission, Mission, & Industry

2. Industry (cont.)
3. Risk Management
4. Risk Management (cont.), Strategy and Innovation
5. Strategy and Innovation (cont.)
6. Products/Services and Customers
7. Products/Services and Customers (cont.) and Information Systems and Supply Chain
Management
8. Information Systems and Supply Chain Management (cont.)
9. Financial and Accounting
10. Financial and Accounting (cont.)
11. Conclusion
12. Conclusion and Financial/Accounting references

13-16. Comprehensive Reference Pages

What is SouthWest?

Introduction
Southwest Airlines provides flights to customers. They have routes established all over the
world, and have over 47,000 employees who deliver exemplary customer service to over 100
million passengers per year. The airline operates more than 3,600 flights per day, with 94
destinations in the United States alone. Also, their flights go to six additional countries and are
soon including ​Puerto Vallarta, Mexico beginning in June of this year and Belize City, Belize
beginning this October 2015. (Southwest Corporate Fact Sheet​, 2015​)
Vision and Mission
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.” The vision
of Southwest Airlines is To become the World's Most Loved, Most Flown, and Most Profitable
Airline​.​(​About Southwest,​ 2015​)

Industry
Introduction
The primary industry of Southwest Airlines is the airline industry, specifically Domestic Airlines
in the U.S. The airline industry shares many key success factors with the service industry, as
they are effectively providing a service.
Key Success Factors
The key factors of success include a great deal of things that must all work in conjunction. These
aspects are a capable workforce, strong management for that workforce, service promotions
and in-flight service, non-stop flying, financial management, efficient management of cost, and
a route system, which ensures effective and constant utilization of available aircrafts. IBISWorld
also reports that the key success factors for the airlines industry are optimum capacity
utilization, prompt delivery to market, well-developed internal processes, effective cost
controls, ability to expand and curtail operations rapidly in line with market demand, and
access to the latest available and most efficient technology and techniques (Key Success, 2015).

Competitors and Market Share

The top players in the industry are Southwest, Delta, United Airlines with market shares of:
Southwest: 13.8%
Delta: 18.6%
United Continental Holdings : 16.4%
American Airlines: 20%
(Hoovers, 2015)
Industry Outlook
Generally, the outlook for the industry is not as bad as some may think. The domestic airlines
industry is recovering in 2015, and is expected to grow at an annualized rate of 4.6% over the
next five years. Low cost airlines are expected to gain a higher share of revenue in the future.
Because fuel costs account for such a major chunk of an airline company’s operating expenses,
the persistent drop in oil prices has significantly boosted the bottom lines of stocks in the airline
space. (Airline Industry, 2015)

References for Intro and Industry

Hoover’s Inc. (2015). Southwest Airlines. Retrieved October 6, 2015 from Hoover’s database.

IBISWorld. (2015). IBISWorld Industry Report 48111B. Domestic Airlines in the US. Retrieved
October 6, 2015 from IBISWorld database

About Southwest. (n.d.). Retrieved October 6, 2015, from

https://www.southwest.com/html/about-southwest/index.html?clk=GFOOTER-ABOUT-CUSTO
MER-COMMITMENTS

Southwest Corporate Fact Sheet - Corporate Fact Sheet - Southwest Airlines Newsroom. (2015).
Retrieved October 6, 2015, from
http://www.swamedia.com/channels/Corporate-Fact-Sheet/pages/corporate-fact-sheet

Key Success Factors of Airline Industry. (2011, January 11). Retrieved October 9, 2015.

RITA | BTS | Transtats. (n.d.). Retrieved October 9, 2015, from http://www.transtats.bts.gov/

Airline Industry Stock Outlook - July 2015 - Industry Outlook. (2015, July 27). Retrieved October
9, 2015.
Risk Management

Industry Risk and Volatility

The success of Southwest Airlines is directly related to the success of other companies which
account for a “significant portion of domestic flying” (IBISWorld, 2015). Generally, when big
companies are not doing well, they spend less of flights around the country, but when their
profits are up they will spend more on transportation and take more trips.
Other than major companies, other contributors to the success or decline of Southwest Airlines
are the world price of crude oil, per capita disposable income, the number of domestic trips by
US residents, and the number of inbound trips by non-US residents (IbisWorld, 2015).
The price of oil is always a potential threat to the success of Southwest Airlines due to the
possibility of shortages and the constant fluctuation in price. Furthermore, the full amount of
increases in price cannot always be passed onto the customers which results in losses for the
company. It’s estimated that “for every dollar increase in the price of jet fuel, US airlines incur
an additional $445.0 million in fuel expenses.” (IbisWorld, 2015).
The amount of disposable income per capita is a good indicator for how many people will have
the extra money needed to purchase a plane ticket as opposed to taking an alternate, cheaper
mode of transportation. If most people cannot afford plane tickets, they can easily avoid this
cost by substituting it for something else.
The number of domestic and inbound trips in the US are the most direct factors that determine
the success of Southwest Airlines because that is the end product of their service. Both of these
drivers are expected to rise by the end of the year (IbisWorld, 2015).
Fortunately for Southwest Airlines, the price of oil is expected to decrease by the end of the
year and the other three factors are expected to increase, which should all work to increase the
overall success of the company.
Additionally, the rapid technological changes made to increase productivity and customer
satisfaction, while initially expensive to the airline to upgrade, ultimately provide a better
experience for customers and allow the company to grow.
According to Southwest Airlines’ 2014 Annual Report to Shareholders, 2014 was an incredibly
profitable year and 2015 looks like it will continue to raise Southwest Airlines’ revenue based
on projected increases in disposable income per capita, increased traffic of domestic and
inbound trips, as well as a decrease in the price of crude oil (IbisWorld, 2015).
Strategy and Innovation

Business Strategy
Southwest’s current business strategy revolves mainly around affordable airfare and easy,
efficient operations. “While many airlines place heavier weight on amenities and comfort,
Southwest Airlines has been a pioneer, with its commuter-focused business model that caters
to people looking for quick, cheap and painless flights from point to point.” (Investopedia,
2015). In order to maintain as efficient operations as possible, Southwest mainly uses Boeing
737 aircrafts, making scheduling, maintenance, and pilot training as simple as possible
(IbisWorld, 2015). Southwest aims to keep their planes grounded for as little time as possible.
They achieve this by using gate to gate service and utilizing less congested airports. Southwest
is considered the largest low cost carrier in the U.S, and the largest carrier of U.S domestic
passengers (IbisWorld, 2015). Because of these strategies, Southwest has enjoyed 41 straight
profitable years.
Southwest’s strategy fits into what I learned about the industry because they two of the major
economic drivers are corporate profit and domestic trips by U.S. residents. Southwest has had
41 straight profitable years, and they are the largest carrier of U.S. domestic passengers.
Therefore, they have greatly succeeded in those categories. Their major competitors are Delta
and American Airlines, and their strategy is very different than that of their competitors. While
Delta and American are somewhat focused and luxury and amenities, Southwest’s goal is to
provide the cheapest and most efficient airfare possible.

Innovation
Southwest Airlines is completely concerned with innovation. In, it’s past, present, and future,
innovation has always been a huge concern for the company. During the airlines industry’s
infancy, Southwest Airlines innovated and changed drastically from the general carrier. They
realized that customers wanted a cheap and affordable way to get to their destinations.
Southwest developed and mastered what would be known as “low-cost-carrier” (LCC) model.
Some of these innovations include, flying one model of plane rather than several, no assigned
seating, no meals, one class service, and a point-to-point structure rather than a hub-and-spoke
(Raynor, 2011). They defined a new kind of airport that was devoted to what the customers
wanted; cheap travel and in turn, complete customer dedication. Another way that Southwest
continues to innovate, is how they continue not to charge for a first or second checked bag.
While bag fees have become the normal practice amongst their competitors, southwest has
continued their reputation of being fair and low cost (About Southwest, 2015). This is not only
where they strive to give back and do seemingly crazy things to their corporate competitors.
Another activity that goes against the industry trend of charging for an increasing number of
amenities includes, offering passengers that happen to be onboard during specific festivities an
alcoholic beverage on the house. In addition to all of these things Southwest continues to
innovate and attract all kinds of customers, with programs aimed at different groups. One of
these programs include a “Dedicated to Denver” where southwest starred its local employees
in ads and offered Denver residents free Pedi cab rides across town. Another is southwest
targeting business travelers, by equipping their aircraft with access to Wi-Fi and changing and
improving its frequent flier program. Southwest has always been innovating, and they will
continue to do so to adapt to their customers’ needs and wants, even if the customers don’t
know what that entails, yet (Kollau 2011).

References for Risk Management and Strategy/Innovation

Raynor, M. (2011). The Southwest Airlines case revisited. Retrieved October 19, 2015 from
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/strategy/us-consulting-disrup
tive-innovation-southwest-airlines-09062011.pdf
Note: ​(Raynor, 2011)
About Southwest. (n.d.). Retrieved October 19, 2015, from
https://www.southwest.com/html/about-southwest/index.html?clk=GFOOTER-ABOUT-CUSTO
MER-COMMITMENTS
Hoover’s Inc. (2015). Southwest Airlines. Retrieved October 19, 2015 from Hoover’s database.

"Southwest Airlines' Business Model Could Soon Be the Industry Standard (LUV)." ​Investopedia.​
22 July 2015. Web. 21 Oct. 2015.

IBISWorld. (2015). IBISWorld Industry Report 48111B. Domestic Airlines in the US. Retrieved
October 19, 2015 from IBISWorld database
Kollau, R. (n.d.). Innovative airlines 2011: #6 Southwest Airlines. Retrieved October 17, 2015
from ​http://www.airlinetrends.com/2011/01/12/innovative-airlines-2011-southwest/
Note: (Kollau 2011)
Industry Performance. (n.d.). Retrieved October 19, 2015, from
http://clients1.ibisworld.com/reports/us/industry/currentperformance.aspx?entid=1125#KED
Operating Conditions. (n.d.). Retrieved October 19, 2015, from
http://clients1.ibisworld.com/reports/us/industry/operatingconditions.aspx?entid=1125
SOUTHWEST AIRLINES CO. 2014 ANNUAL REPORT TO SHAREHOLDERS. (n.d.). Retrieved October
21, 2015
Products / Services and Customers
Products and Services

Being able to differentiate itself from its competitors is what always has, and continues to
propel Southwest airlines ahead of its’ competitors. The obvious and pretty much only service
that Southwest provides, is flights to its customers. The key to their success has always been
offering a cheaper and more straightforward approach to air travel. This is exemplified in how,
most of their flights are less than two hours (which ​usually lands at small airports to avoid
congestion at competitors' larger hubs), the fleet consists mostly of Boeing 737s (665 out of 700
aircraft) - to minimize training and maintenance costs (Hoovers, 2015). More examples of their
simplistic approach to air travel include how there is no assigned seating​, no meals, one class
service, and a point-to-point structure rather than a hub-and-spoke (Raynor, 2011). A common
theme among Southwest is catering to what their customers want, as all of their innovations
and competitive business strategies stem from customer service and appreciation. This can be
especially seen recently as Southwest​ has introduced fees that have included allowing
passengers to bring small dogs or cats into the cabin for a one-way charge of $75 and charging a
one-way $50 fee for unaccompanied minors (Hoovers, 2015). When choosing an airline to fly
with, southwest is a simple choice, as they completely cater to what the customers want; no
nickle and diming, customer appreciation, an extensive network (more than 90 destinations
throughout the United States, Mexico, and the Caribbean.), an award winning frequent flyer
program (Rapid Rewards), and most importantly, cheap travel (Why fly Southwest, 2015).

Customers

“Southwest has developed several tools and product evolutions to tailor its product more to
business travelers” Generally, this includes middle aged (20-40 year old) men and women
traveling around the country to represent their companies. This is a good business strategy
because flying is the most efficient form of transportation, and is therefore a necessity for
major companies. By catering to this demographic, Southwest solidifies a majority of their
customer’s business. In particular, Business Select “allows passengers early boarding, priority
check in and security lanes, a premium drink, and twice as many Rapid Rewards points per
dollar spent.” (​Bhaskara, V, 2014) ​The Early Bird Check In is another convenience offered by
Southwest which benefits frequent fliers such as them who are accustomed to the pre-flight
procedures and can secure them better seats and first picks on overhead bins.
Southwest’s commercials however, do not directly target the corporate audience. The main
theme throughout the commercials is their their low, honest prices and friendly staff. Although
they do make reference to their frequent fliers rewards program, these commercials appeal to
all demographics given that their focus is almost entirely centered on their low prices, rather
than their Business Select program or Early Bird Check In. This is a smart business move on their
behalf, as companies are unlikely to be swayed by a commercial as opposed to the public who
are more easily convinced to use their service over a competitor's. (iSpot, 2015)

Information Systems and Supply Chain Management

The rapid improvement of technology force Southwest Airlines to regularly update their planes
as well as their policies and marketing strategies in order to stay ahead of the competition and
become more efficient in the long run. Although the costs can be incredible when dealing with
a market of such scale, but the benefits offered to customers as well as the efficiency of the
airplanes allow Southwest to continue to raise the annual revenue each year. (IBISWorld, 2015)
Southwest’s marketing strategies and continual push for modernization throughout the
company proved to be successful last year as “revenue generated from our strategic initiatives
(AirTran acquisition, Rapid Rewards, Fleet Modernization, B737-800) has exceeded our
expectations” which is a great sign for higher profits in the future. Southwest’s commitment to
updating every aspect of their company shows that they value their customers and do not
settle for older technologies to cut costs.

Supply Chain Organization

Southwest Airlines is all about getting people where they need to go for the lowest cost
possible, and with the least hassle. When it comes to supply chain, the company has been
undergoing major changes within their operations to match their business model. “​Director of
Supply Chain Management Garry Cullinane says the airline’s leadership is focused on making
the procurement as affordable and hassle-free as its fares are for its passengers” (Petersen,
2015). ​Stacy​ Malphurs, Director of Supply Chain Operations for Southwest, is critical to the
success of the company as she oversees all of the changes currently going on in the supply
chain department.
A few key supply chain functions that are crucial to Southwest’s success are the use of
technology, the management of fuel, and being “people centric. For technology, Southwest is
focused on optimizing and streamlining business processes and implementing technology tools
to enable those processes. Malphurs has also stated that, “By working together with Supply
Chain’s internal customers and technology department, technology solutions have the potential
to revolutionize Supply Chain Management as a function within the company (Peterson,
2015).”Previously, Southwest managed its fuel outside supply chain. However, it is now being
transitioned into the Supply Chain department in order to make sure the company is not being
to conservative with its inventory. Lastly, being “people centric” is also a major supply chain
function of Southwest. Basically, the supply chain team at Southwest wants to ensure that their
supply chain overhaul is for the best for both parties. People do not always take well to
significant change, and Southwest is dedicated to making sure their customers understand that
these changes will benefit them.

References for Products/services/Customers and Information Systems/Supply Chain

Management

Why fly Southwest. (n.d.). Retrieved October 27, 2015, from

https://www.southwest.com/html/why-fly-southwest/
Hoover’s Inc. (2015). Southwest Airlines. Retrieved October 27, 2015 from Hoover’s database.
IBISWorld. (2015). IBISWorld Industry Report 48111B. Domestic Airlines in the US. Retrieved
October 27, 2015 from IBISWorld database
Bhaskara, V. (2014, April 22). Southwest Airlines Opens for Business - Customers. Retrieved
October 25, 2015.
Petersen, Chris. "Southwest Airlines." ​Southwest Airlines.​ 2015. Web. 26 Oct. 2015, from
http://scw-mag.com/index.php/sections/distribution/480-southwest-airlines
Note: ​(Petersen 2015)

Spot Matches for Southwest Airlines. (n.d.). Retrieved October 25, 2015, from
http://www.ispot.tv/search?term=southwest airline&qtype=full

Financial and Accounting

Financial Performance

Over the past year, Southwest has seen significant growth within its industry. Their revenues
grew 5% from $17.7 billion in 2012 to $18.6 billion in 2014, allowing them to expand their reach
despite having heavy competition. Also, Southwest saw its profits increase 51% from $754
million in 2013 to $1.1 billion in 2014. Along with these things, Southwest has also increased
their operating cash flow. Their flow increased from $2.5 billion in 2013 to $2.9 billion in 2014
(Hoover’s 2015).
Clearly Southwest has been doing things right, as they have experienced great growth and
increased profits. Much of this has to do with their new approach to supply chain management
as well as their new fuel management system. Another factor is the decreased price of oil
throughout the world. Southwest’s ability to innovate and provide the cheapest and simplest
form of air travel has allowed them to have great financial success in the last year. Whether
they can continue to innovate and beat out their competition with low prices and hub to hub
travel will surely be something to watch in the coming years.

Key Performance Indicators

Southwest Industry

Sales 5-year Growth Rate 12.44% 7.87 %

Current Ratio 0.65 0.95

Long Term Debt to Equity 36.52 125.72

Net Profit Margin (Current) 9.42 1.45

Net Profit Margin - 5 year average 3.63 -0.17

(Reuters, 2015)

Southwest’s current ratio is lower than the industry average. This could mean that Southwest
has been spending a lot recently on investments and expansion. Thus they have less available
liquid cash. In the rest of the categories, however, southwest is way ahead of the industry
average, signaling that they are a leader in their industry.

Financial Statements Summary

 Financial year: Dec 31, 2014 Dec 31, 2013 Dec 31, 2012

Total Revenue($) 18,605,000,000 17,699,000,000 17,088,000,000

Net Income($) 1,136,000,000 754,000,000 421,000,000

Profit Margin 6.11% 4.26% 2.46%

Total Cash flow from Operating 2,064,000,000 2,477,000,000 2,902,000,000

Activities($)

(Yahoo Finance, 2015)

According to how Southwest has performed in the past, they will continue perform well in the
future and be a profitable company. Year after year they have proven their success as a building
by improving profits from year to year. Another note is that this growth is non-linear;
exponential (ie, increasing at an increasing rate).

Conclusion

Southwest Airlines has been very successful company in the past few years in increasing their
revenue while maintaining relatively low prices compared to their competition. While they have
pushed new marketing strategies targeted at traveling businessmen and women, their low
prices and continued advancements in their planes are crucial factors to this success. In
addition, the demand for air travel is continuing to grow as the price of oil declines which
directly impacts Southwest, thankfully in a positive way in the past few years. Continuing the
The company’s system capacity grew 7% in 2015, and “​the airline anticipates this capacity
expansion to have a spillover effect of 4-5% on the capacity in 2016” (Forbes, 2015) The CEO of
Southwest agrees with this prediction, “we believe the completion of the ambitious strategy to
transform, along with the record results, positions Southwest exceptionally well for the future”
(Annual Report, 2014). The research we had done previously, with the addition of the
consensus between these two sources, leads us to conclude that Southwest Airlines is a major
competitor in the American airline industry and will continue to remain on top for a few more
years at least.
References for Financial/Accounting and Conclusion
Hoover’s Online. ​Southwest Airlines Co. ​Company Report: Financial Performance.​ ​Retrieved
November 2 2015 from Hoover’s Online.

LUV Income Statement | Southwest Airlines Company Comm Stock - Yahoo! Finance. (2015,
November 3). Retrieved November 3, 2015.

Southwest Airlines Co (LUV.N) Financials | Reuters.com. (2015, November 3). Retrieved

November 3, 2015.

SOUTHWEST AIRLINES CO. 2014 ANNUAL REPORT TO SHAREHOLDERS. (n.d.). Retrieved

November 1, 2015

Southwest Airlines Will Focus On Expanding Its International Operations In 2016. (2015,
September 25). Retrieved November 1, 2015.
Comprehensive Reference Page

About Southwest. (n.d.). Retrieved October 6, 2015, from

https://www.southwest.com/html/about-southwest/index.html?clk=GFOOTER-ABOUT-CUSTO
MER-COMMITMENTS
Note: ​(​About Southwest​, 2015)

About Southwest. (n.d.). Retrieved October 19, 2015, from

https://www.southwest.com/html/about-southwest/index.html?clk=GFOOTER-ABOUT-CUSTO
MER-COMMITMENTS
Note: ​(​About Southwest, ​2015​)
Airline Industry Stock Outlook - July 2015 - Industry Outlook. (2015, July 27). Retrieved
October 9, 2015.
Bhaskara, V. (2014, April 22). Southwest Airlines Opens for Business - Customers. Retrieved
October 25, 2015.
Note: ​(​Bhaskara, V, 2014)
Hoover’s Inc. (2015). Southwest Airlines. Retrieved October 27, 2015 from Hoover’s database.
Note: ​(Hoovers, 2015)
Hoover’s Inc. (2015). Southwest Airlines. Retrieved October 6, 2015 from Hoover’s database.
Note: ​(Hoovers, 2015)

Hoover’s Inc. (2015). Southwest Airlines. Retrieved October 19, 2015 from Hoover’s database.
Note: ​(Hoovers, 2015)

Hoover’s Online. ​Southwest Airlines Co. ​Company Report: Financial Performance.​ ​Retrieved
November 2 2015 from Hoover’s Online.
Note: ​(Hoovers, 2015)

IBISWorld. (2015). IBISWorld Industry Report 48111B. Domestic Airlines in the US. Retrieved
October 6, 2015 from IBISWorld database
Note: (IBISWorld, 2015)

IBISWorld. (2015). IBISWorld Industry Report 48111B. Domestic Airlines in the US. Retrieved
October 19, 2015 from IBISWorld database
Note: (IBISWorld, 2015)
IBISWorld. (2015). IBISWorld Industry Report 48111B. Domestic Airlines in the US. Retrieved
October 27, 2015 from IBISWorld database
Note: (IBISWorld, 2015)
Industry Performance. (n.d.). Retrieved October 19, 2015, from
http://clients1.ibisworld.com/reports/us/industry/currentperformance.aspx?entid=1125#KED
Note: (Industry Performance)
Key Success Factors of Airline Industry. (2011, January 11). Retrieved October 9, 2015.
Note: (Key Success, 2015)
Kollau, R. (n.d.). Innovative airlines 2011: #6 Southwest Airlines. Retrieved October 17, 2015
from ​http://www.airlinetrends.com/2011/01/12/innovative-airlines-2011-southwest/
Note: (Kollau 2011)
LUV Income Statement | Southwest Airlines Company Comm Stock - Yahoo! Finance.
(2015, November 3). Retrieved November 3, 2015.
Note: (Investopedia, 2015)

Operating Conditions. (n.d.). Retrieved October 19, 2015, from

http://clients1.ibisworld.com/reports/us/industry/operatingconditions.aspx?entid=1125
Petersen, Chris. "Southwest Airlines." ​Southwest Airlines.​ 2015. Web. 26 Oct. 2015, from
http://scw-mag.com/index.php/sections/distribution/480-southwest-airlines
Note: ​(Petersen, 2015)
Raynor, M. (2011). The Southwest Airlines case revisited. Retrieved October 19, 2015 from
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/strategy/us-consulting-disrup
tive-innovation-southwest-airlines-09062011.pdf
Note: ​(Raynor, 2011)
RITA | BTS | Transtats. (n.d.). Retrieved October 9, 2015, from ​http://www.transtats.bts.gov/
Note: (RITA | BTS | Transtats, 2015)
"Southwest Airlines' Business Model Could Soon Be the Industry Standard (LUV)." ​Investopedia.​
22 July 2015. Web. 21 Oct. 2015.
Note: ​(Investopedia, 2015)

SOUTHWEST AIRLINES CO. 2014 ANNUAL REPORT TO SHAREHOLDERS. (n.d.). Retrieved October
21, 2015
Note: ​(Annual Report, 2014)
SOUTHWEST AIRLINES CO. 2014 ANNUAL REPORT TO SHAREHOLDERS. (n.d.). Retrieved
November 1, 2015
Note: ​(Annual Report, 2014)

Southwest Airlines Co (LUV.N) Financials | Reuters.com. (2015, November 3). Retrieved

November 3, 2015.
Note: ​(Annual Report, 2014)
Southwest Airlines Will Focus On Expanding Its International Operations In 2016. (2015,
September 25). Retrieved November 1, 2015.
Note: ​(​Southwest​, 2015)
Southwest Corporate Fact Sheet - Corporate Fact Sheet - Southwest Airlines Newsroom. (2015).
Retrieved October 6, 2015, from

http://www.swamedia.com/channels/Corporate-Fact-Sheet/pages/corporate-fact-sheet
Note: ​(Southwest Corporate Fact Shee​t, 2015​)

Spot Matches for Southwest Airlines. (n.d.). Retrieved October 25, 2015, from
http://www.ispot.tv/search?term=southwest airline&qtype=full
Note: ​(iSpot, 2015)
Why fly Southwest. (n.d.). Retrieved October 27, 2015, from
https://www.southwest.com/html/why-fly-southwest/
Note: ​(Why fly Southwest, 2015)