This report deals with field of Digital Business Management and the chosen company for this purpose is the leader of US Low Cost Carrier (LCC) called Southwest Airline, And for completion of this report southwest.com is critically analysed. This report is composed of four section. In very first section, southwest.com is analysed in term of information systems implemented by the company. In the second section, Southwest Airline’s online business model is carefully observed and analysed. Then in the third phase, Southwest Airlines e-CRM is being evaluated in identifying its customer acquisition and customer retention policy. And in forth and the last section few recommendations are made to strengthen its digital business strategy.
Table of Contents
1. Introduction
2. Website (southwest.com) Evaluation
3. Online Business Model
3.1. Product Innovation
3.1.1. Online Value Proposition
3.1.2. Capability
3.2. Financials
3.2.1. Online Revenue Model
3.3. Infrastructure Management
3,3,1, Resources
3.3.2. Activity Configuration
3.3.3. Partner Network
4. Website’s Customer Relationship Management (e-CRM)
4.1. Information Strategy
4.2. Distribution Channel
4.3. Trust & Loyalty
4.4. Web Portal
5. Recommendations
6. References
7. Appendices
7.1. southwestcom-Homepage
Objectives and Topics
This report examines the digital business management strategies of Southwest Airlines, focusing on the critical role of southwest.com in its operations. The research aims to evaluate how the company leverages information systems, online business models, and customer relationship management to maintain its competitive advantage in the low-cost carrier industry.
- Evaluation of Southwest Airlines' online information systems and digital infrastructure.
- Analysis of the company's online business model, including product innovation and revenue strategies.
- Assessment of e-CRM practices for customer acquisition and retention.
- Identification of strategic recommendations to strengthen the digital business footprint.
Excerpt from the Book
Website (southwest.com) Evaluation
With reference to the website (southwest.com) of United States no.1 Lowe Cost Carrier called Southwest Airline. It has been cleared that southwest.com is the central component in company’s operations as about 70% of their tickets are sold through this platform. And no doubt in saying that the Southwest Airline’s website is the combination of different information systems as It allows to perform operations like booking flights, managing flights, frequent flyer program and made them to offer complementary products and services through their business Partners. And all these operations are possible as their website is connected to different systems which are Online Flight reservation system, customer management system, flight management system and Analytics & content management system. So one can say that major portion of Southwest Airline’s operations is performed through its website.
We all knew that the Airline business process depend heavily on its reservation system. So as we know that Southwest Airline has adopted Direct Sales model in order to reduce the transaction (agent) cost. And for this purpose they have implemented online reservation system offered by Sabre named as SabreSonic Res. This system uses advanced technologies which allow customers to make reservation online and thus helping Southwest Airline in making competitiveness sustained (Sabre, 2011)
Chapter Summary
1. Introduction: Outlines the scope of the report, focusing on Southwest Airlines as a leader in the LCC sector and the critical analysis of its digital infrastructure.
2. Website (southwest.com) Evaluation: Discusses the central role of the company website in sales and its integration with various information systems like SabreSonic Res.
3. Online Business Model: Explores the four pillars of the business model, specifically focusing on product innovation, financial strategies, and infrastructure management.
4. Website’s Customer Relationship Management (e-CRM): Evaluates how the company uses data warehousing, distribution channels, and web portals to build customer loyalty.
5. Recommendations: Proposes strategic improvements, including enhanced customer analytics, mobile site development, and social media integration.
6. References: Lists the academic and industry sources utilized in the creation of this report.
7. Appendices: Provides supporting visual documentation, specifically the homepage of southwest.com.
Keywords
Digital Business Management, Southwest Airlines, Low Cost Carrier, E-CRM, SabreSonic Res, Information Systems, Online Revenue Model, Customer Retention, Direct Sales Model, Web Portal, Data Mining, Business Intelligence, Customer Analytics, Personalisation, Infrastructure Management
Frequently Asked Questions
What is the core focus of this report?
The report provides a critical analysis of Southwest Airlines' digital business management, specifically how their website acts as the primary interface for operations and revenue generation.
Which key areas of the company are analyzed?
The study examines the online business model, information systems, e-CRM policies, and the effectiveness of the direct sales model.
What is the primary objective of this assessment?
The objective is to evaluate the company's digital strategy and offer recommendations for sustainable competitiveness in the airline industry.
What methodology is used in the study?
The author performs an analytical assessment of the existing information systems, business models, and CRM components relative to company performance and market standards.
What does the main body of the report cover?
It covers technical implementations like reservation engines, revenue management systems, data mining for customer behavior, and website integration.
What are the primary keywords describing this work?
Keywords include Digital Business Management, LCC, E-CRM, Direct Sales Model, and Infrastructure Management.
How does the reservation system contribute to the company's success?
The system, specifically SabreSonic Res, allows for direct sales, which significantly reduces agent costs and provides a platform for efficient inventory management.
What specific improvements does the author suggest for the future?
The author recommends implementing a dedicated mobile site, personalizing customer interactions via targeted email campaigns, and launching an Online Airport Suite.
- Arbeit zitieren
- Junaid Javaid (Autor:in), 2012, Digital Business Management Report on southwest.com, München, GRIN Verlag, https://www.hausarbeiten.de/document/281114
