This is based on the work we have done for chapters 2 & 3. Please see those lecture for guidance and send me your questions if you are not sure. Read the case and do the following:

1. Do an External Analysis to discover the Opportunities and Threats; include a 5 Forces Analysis and Key Success Factors a. General External Environment include all areas which could impact the overall economy and companies in general b. Industry Environment identify and discuss the industry in which Southwest operates must include 5 Forces Analysis c.

2. Do an Internal Analysis to discover the strengths and weaknesses of Southwest. a. Core Competencies  identify 2 to 3 competencies; include a lacking core competency if you discover one. b. Evaluate the Value Chain where is there strength in the value chain and where can the chain be improved.

3. Take the Strengths, Weaknesses, Opportunities and Threats and layout a SWOT matrix. Please show all your analysis for both the External and Internal