Balanced Scorecard and Strategic Analysis of Southwest Airlines

EXECUTIVE SUMMARY
Southwest Airlines Co. provides low-fare, "no-frills", civil air transportation. The company was incorporated in 1967 and is headquartered in Dallas, Texas. As of December 31, 2005, it operated 445 Boeing-737 aircrafts and provided service to 61 cities in 31 states. The company also provides frequent flyer awards to business partners, including credit card companies, hotels, telecommunication companies, and car rental agencies. …