Southwest Airlines Mission & Vision Statement Analysis

southwest airlines mission statement

The most renowned domestic airline service in America is Southwest Airlines. It operates in 121 destinations in the United States and 10 other countries around the world. Southwest started its operation in 1967 with a distinctive mission and vision.

Its initial strategy was to provide low-cost carriers for domestic passengers. With this strategy, the company portrays its brand value as a low-cost, reliable airline company and attains its mission successfully.

Southwest Airlines Mission Statement Analysis

This mission statement determines what Southwest company does and for whom. The mission of the company is to provide the same opportunity for its employees and customers.

Every day Southwest differentiates itself from other competitors by delivering safe, reliable, and low-cost airline service to customers to their destinations. Southwest Airlines’ cost-cutting strategy is a focal point for its mission and operation.

The mission statement of Southwest Airlines is,” Southwest will provide a stable work environment with equal opportunity for learning and personal growth. Employees will be provided with the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.”

 The crucial parts of the mission statement are:

  1. Equal opportunities
  2. Empower the employees
  3. Customer Service

Equal opportunities:

Southwest outlines that the company will be the platform of equal opportunities and a stable working environment.

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To attain this goal, Southwest aims to provide personal growth and learning opportunities. It creates an environment where employees can nurture creativity and innovative ideas. The mission of the company relies on the excellence of its workforce so that it ensures equal opportunities for all.

Empower the employees: Southwest constructs the mission of empowerment of its employees. The company believes that it will thrive if they treat its employees the way they want to treat its customers.

That will empower the employees with a sense of responsibility and make them a part of the company. This mission will help in developing a strong brand image. To reach the goal, this component inspires the employees to represent the company with grace and respect.

Customer Service:

Southwest strives to be the best in customer service. Hospitality and outstanding customer service are the heart of the company.

With legendary service and reliability, Southwest’s mission is to reach every airline service user in the country and fulfill daily importance.

They trained the employees in such a way that they ensure top-notch customer service with a fun-loving attitude, respect, and care.

They put the highest emphasis on customer service, provide a warm attitude, friendly service that portrays the company spirit.

Southwest Airlines Vision Statement Analysis

Southwest’s vision statement presents what the company is about and what the company wants to be. The vision statement of the company is, “To be the world’s most loved, most efficient, and most profitable airline.” The vision statement consists of the following components that are given below:

  1. Become a Beloved global brand
  2. Provide feasible service
  3. Maximize the profit
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Become a Beloved global brand:

Southwest Airlines aims to evolve itself as the most beloved brand in the aviation industry. Southwest is intended to be a global brand that will lead the industry as the most beloved brand.

Its vision statement depicts the aspiration of becoming a global leader in the airline industry.

Provide feasible service:

From the beginning of its operation, Southwest emphasizes the top-notch service that will keep the company unique in the industry. In the vision statement, the term ‘most efficient’ refers to the golden rule of the company.

They stay focused on three things to become the most efficient. Those are – keeping agility, maintaining low costs, and never making the easy things harder. Thus, Southwest goes toward the vision of the most efficient and feasible airline service.

Maximize profit:

This component of the vision statement is crystal clear. Southwest wants to be the market leader and strives to attain maximum profitability compare to the other industry players.

They also indicate the long-term procedure for gaining higher profit by cost-cutting strategy.

The core values of Southwest Airlines

Southwest Airlines upholds a strong culture of upbringing the authenticity of itself. The core values that incorporate the mission, vision, and company culture are given below:

  1. Pride
  2. Integrity
  3. Humility
  4. Teamwork
  5. Honesty
  6. Service with LUV
  7. Efficiency
  8. Discipline
  9. Excellence


What is the purpose of Southwest Airlines?

Southwest strives to connect people with a friendly, reliable, and low-cost airline service to meet their day-to-day requirements.

Does Southwest Airlines change its mission over time?

No, Southwest Airlines never changes its mission. It strictly adheres to its mission and vision.

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