Assignment - Southwest Airlines

Michael Porter , in his work `Competitive Advantage , proffers two ways a firm can obtain competitive advantage through product differentiation and cost leadership . Product differentiation entails that the firm should come up with innovative product different from what is available in the industrial market where it operates . Cost leadership entails that the organization produces it product with less cost , and thus sell it at a price lesser than what is available in the market . This does not always necessarily means that the organization should sell its product at lower price , but should be

cost efficient . The Southwest Airline has greatly capitalized in cost leadership strategy by reducing its airfare , which goes along with qualitative service delivery . Its service is also different from what is obtainable in the everyday operations of air transport service . It has also competed favorably by differencing its services from those of other rivals . It made air service enjoyable to customer , as a place where they can have fun and meet love ones (b ) Southwest qualifiers lay in it the organization 's ability to use its corporate identity , its corporate logo , corporate slogan corporate culture and staff grooming to its advantage in competition against rivals . Its corporate culture and identity , motivated human resources and effective strategic operation have over the years being a reckoning force to its success . The organization operated a corporate identity that then to make its customers feel satisfied at the most conducive price . Its adopted corporate logo of `LUV ' is abided to in making customer relaxed and satisfied . Corporate identity is a way of gaining competitive advantage to compete favorably . Corporate identity is a vital tool for organization to carry out its effective competition among rivals it thus makes the organization stands out from others . The image set up by the organization is a...