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
- 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.
These tools will provide a basic overview of industry, market, and
- 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
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
- 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.
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
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
November issue: International Air Transport
(world's leading airlines)
- Air Transport World (available via ABI/INFORM
January issue: World Airline Traffic Forecast
February issue: ATW Awards "Airline of the Year"
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)
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
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
- The Southwest Airlines way : using the power of relationships
to achieve high performance HE9803.S68G58 2003