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Research Guide: MBA 6140

AIRLINE INDUSTRY:

Analysis of Southwest Airlines:

Some of the information you will find out about Southwest will include:

  • The company and it's competitors
  • The main industry players, their websites and financial information
  • Market shares
  • Trends in the industry
  • Current news from newspapers, magazines, journals, and trade journals
Before doing any research, decide what it is you need to find out, and develop clear concise questions. For example, instead of saying "I need information on Southwest Airlines to do a market analysis", you might break this down into the following specific questions/needs:
  • Who are Southwest's primary competitors?
    • Need their Web site addresses.
    • Need 10Ks.
    • What are their similarities with regard to size and market strategies?
    • What are their differences with regard to size and market strategies?
  • What are the market shares for the leading airlines?
  • Who is/are Southwest's primary target market(s)?
  • What are Southwest's primary products and services?
  • Need a basic profile of the airline industry.
    • Industry outlook.
    • Industry trends.

As you start to locate information, you may come up with other questions. Make sure there is a reason for finding all of the information you are searching; make sure it is relevant.You might start by writing out a list of questions and stating reasons why you need this information. If you can't think of a reason why you need the information, you probably don't need it.


Reference Sources:

These tools will provide a basic overview of industry, market, and company.
  • Encyclopedia of American Industries Reference Table 6 HC102 .E53 1998
    Volume I covers Manufacturing Industries, and Volume II covers Service and Non-manufacturing Industries. Both volumes arranged by SIC code. Entries include an industry snapshot, organization and structure, background and development, current conditions, and industry leaders. Also includes a bibliography for further reading.
  • Market Share Reporter Reference Table 6 HF5410.M35
    Covers product and service categories in all industries. Data is obtained from trade journals, new letters, business magazines, and newspapers, and analysts' reports. Arrangement is by 2-digit SIC grouping, with indexes by subject, company, geographic area, and information source.
  • Moody's/Mergent Industry Review Reference Table 6 HG 4961 .M68
    Provides comparative financial data by industry for approximately 3,500 companies.
  • Standard & Poor's Industry Surveys
    Analysis of current and historical trends on an industry basis. Current edition available online via Standard & Poor's NetAdvantage
  • U.S. Industry and Trade Outlook Reference Table 6 Govt Doc C 61:48
    Includes hundreds of industry reviews, analyses, and forecasts for a wide range of industries.
  • Reuters Business Insight
    Includes market reports from five industry sectors: consumer goods, energy, finance, healthcare, and e-commerce/technology.

For a complete list of reference books, internet sources, and databases on company & industry research, consult the Company & Industry Information website.


Journals

Journal Title

Electronic Access

Aero Safety and Maintenance from 05/30/1997 to 07/14/2000 in LexisNexis Academic Universe
Aerospace America from 01/01/1984 to present in LexisNexis Academic Universe
Aerospace Daily from 01/01/1989 to present in LexisNexis Academic Universe
Aerospace Power Journal from 12/01/1999 to present in MasterFILE Premier
Air Safety Week from 01/01/1996 to present in LexisNexis Academic Universe
Air Transport Intelligence from 07/01/1998 to present in LexisNexis Academic Universe
Air Transport World from 01/01/1991 to present in ABI/INFORM Global
Air Transportation Industry Yearbook from 12/01/1997 to present in Business Source Premier
AirCommerce from 1995 to present in Business & Industry
Aircraft & Parts Industry Yearbook from 12/01/1998 to present in Business Source Premier
Aircraft Economics from 1998 to present in Business & Industry
Aircraft Engineering and Aerospace Technology from 01/01/1997 to 08/01/2002 in EBSCOhost EJS
Aircraft Value News from 01/08/1996 to present in LexisNexis Academic Universe
Airline Business from 01/01/1997 to present in LexisNexis Academic Universe
Airline Financial News from 01/08/1996 to present in LexisNexis Academic Universe
Airline Industry Information from 04/21/1997 to present in LexisNexis Academic Universe
Airport Security Report from 11/06/2001 to present in LexisNexis Academic Universe
Airports from 01/01/1989 to present in LexisNexis Academic Universe
Airports International from 1994 to present in Business & Industry
Commuter/regional airline news from 01/01/1996 to present in LexisNexis Academic Universe
Commuter/regional airline news international from 01/01/1996 to 09/01/1997 in LexisNexis Academic Universe
Duty-Free News International Airline Analysis Supplement from 1999 to present in Business & Industry
World airline news from 01/01/1996 to 11/30/2001 in LexisNexis Academic Universe
Journal of Air Transportation World Wide from 03/01/2001 to present in Business Source Premier

SPECIAL ISSUES

Some business periodicals have special issues dedicated to airline/aerospace issues. A few of these include:
  • Aerospace America (available via LexisNexis)
    January issue: Forecast issue: aerospace industry forecast
    December issue: Aerospace: The Year in Review (review of all aspects of the arospace industry)
  • Aviation Week & Space Technology (available via LexisNexis)
    November issue: International Air Transport (world's leading airlines)
  • Air Transport World (available via ABI/INFORM Global)
    January issue: World Airline Traffic Forecast
    February issue: ATW Awards "Airline of the Year" 1974) ???
    April issue: Airline Food Costs
    June issue: World Airline Report (U.S. & Foreign Airline operations) 1963
    October issue: International Air Transport Association Report (financial & traffic data on world airlines)
    November issue: Airline Maintenance Survey
  • Crain's Cleveland Business (available via LexisNexis)
    July issue: top airlines
  • Crain's Detroit Business (available via LexisNexis)
    September issue: Top Airlines
  • Crain's New York Business (available via LexisNexis)
    September issue: Top Airlines
  • Interavia Aerospace Review
    October issue: World Airline Leaders (world's top airlines classified by region, includes executive information, traffic data, principle routes, fleet makeup, and fiscal data- 1952)

Books about Southwest or the Airline Industry

These are located on the 2nd floor and may be checked out.
  • Customer service : extraordinary results at Southwest Airlines, Charles Schwab, Lands' End, American Express, Staples, and USAA. HF5415.5.C844 1998
    Case studies in customer service.
  • Management mistakes and successes HD38.H3488 2000
    Includes a section entitled 'Southwest Airlines: finding a strategic window of opportunity'.
  • Hidden value : how great companies achieve extraordinary results with ordinary people HD70.U5O69 2000
    Includes a section entitled 'Southwest Airlines: if success is so simple, why is it so hard to imitate?'.
  • The airline business in the twenty-first century HE9762.D64 2001
  • The Southwest Airlines way : using the power of relationships to achieve high performance  HE9803.S68G58 2003

Internet Sites

A FEW SOUTHWEST COMPETITORS:


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Updated March 10, 2009 . Please send comments to Ed Hahn
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