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.
Inhaltsverzeichnis (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
- 3.1. Product Innovation
- 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes Southwest Airlines' digital business strategy, focusing on its website (southwest.com) as a central component of its operations. The objective is to evaluate the company's online business model, including its website's functionality, e-CRM strategy, and overall digital effectiveness.
- Southwest Airlines' website functionality and integration with various information systems.
- Analysis of Southwest's online business model, including product innovation and financial aspects.
- Evaluation of Southwest's e-CRM strategy for customer acquisition and retention.
- Assessment of Southwest's website as a transaction processing system and decision support system.
- Identification of key areas for improvement in Southwest's digital business strategy.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage for the report by outlining its scope and focus on Southwest Airlines' digital business management. It highlights southwest.com's crucial role in the company's operations, accounting for approximately 70% of ticket sales. The chapter briefly previews the report's structure, promising analyses of the website's information systems, online business model, e-CRM strategy, and concluding with recommendations for improvement.
2. Website (southwest.com) Evaluation: This chapter delves into a detailed evaluation of Southwest Airlines' website, southwest.com. It establishes the website's central role in the company's operations, emphasizing its integration with various information systems such as online flight reservation, customer management, and analytics systems. The chapter particularly focuses on the SabreSonic Res reservation system, highlighting its features as a Transaction Processing System (TPS) and Decision Support System (DSS). The integration with IBM AS/400 for revenue management and PRISM Group's SalesServer for executive-level decision support are also discussed, showcasing how these systems cater to different management levels within the company, supporting both operational efficiency and strategic decision-making.
3. Online Business Model: This chapter explores the four key aspects of Southwest Airlines' online business model: product innovation, financials, infrastructure management, and e-CRM. While e-CRM is deferred to a later section, this chapter focuses on the other three. Product innovation examines Southwest's offerings targeted towards price-conscious customers. The discussion of the online value proposition reveals the company's commitment to providing on-time flights at the lowest possible fares. The analysis of capability emphasizes Southwest's effectiveness in utilizing its assets to generate sales and superior customer service. While specifics on financials and infrastructure management are limited in this preview, the chapter lays the groundwork for a deeper understanding of these aspects in the full report.
Schlüsselwörter (Keywords)
Southwest Airlines, digital business management, southwest.com, online business model, e-CRM, SabreSonic Res, IBM AS/400, SalesServer, low-cost carrier (LCC), online reservation system, transaction processing system (TPS), decision support system (DSS), revenue management, information systems, customer relationship management, digital strategy.
Southwest Airlines Digital Business Strategy: Frequently Asked Questions
What is the main focus of this report?
This report analyzes Southwest Airlines' digital business strategy, concentrating on its website (southwest.com) and its role in the company's overall operations. The analysis covers the online business model, e-CRM strategy, and the website's overall digital effectiveness.
What aspects of Southwest's online business model are examined?
The report examines four key areas: product innovation (including online value proposition and capabilities), financials (online revenue model), infrastructure management (resources, activity configuration, and partner network), and e-CRM (information strategy, distribution channels, trust & loyalty, and the web portal).
What is the significance of southwest.com in Southwest Airlines' operations?
Southwest.com plays a crucial role, accounting for approximately 70% of ticket sales. The report emphasizes its integration with various information systems, including online flight reservation, customer management, and analytics systems.
Which information systems are discussed in the report?
The report discusses several key information systems, including SabreSonic Res (a Transaction Processing System (TPS) and Decision Support System (DSS)), IBM AS/400 (for revenue management), and PRISM Group's SalesServer (for executive-level decision support).
How does the report evaluate southwest.com's functionality?
The report evaluates southwest.com's functionality by analyzing its role as both a Transaction Processing System (TPS) for handling transactions and a Decision Support System (DSS) providing data for strategic decision-making. The integration with other information systems is also a key aspect of this evaluation.
What is the scope of the e-CRM analysis?
The e-CRM analysis covers Southwest's strategies for customer acquisition and retention, encompassing information strategy, distribution channels, building trust and loyalty, and the functionality of the web portal.
What are the key findings or recommendations of the report (as previewed)?
While a full summary of recommendations is not provided in this preview, the report identifies key areas for improvement in Southwest's digital business strategy and provides an in-depth analysis to support these recommendations.
What are the key themes explored in the report?
Key themes include Southwest Airlines' website functionality, its online business model (including product innovation and financial aspects), its e-CRM strategy, its website's role as a TPS and DSS, and identifying areas for improvement in its digital strategy.
What are the chapters covered in the report?
The report includes chapters on Introduction, Website (southwest.com) Evaluation, Online Business Model (broken down into sub-sections), Website's Customer Relationship Management (e-CRM), and Recommendations.
What keywords are associated with this report?
Keywords include Southwest Airlines, digital business management, southwest.com, online business model, e-CRM, SabreSonic Res, IBM AS/400, SalesServer, low-cost carrier (LCC), online reservation system, transaction processing system (TPS), decision support system (DSS), revenue management, information systems, and customer relationship management.
- Quote paper
- Junaid Javaid (Author), 2012, Digital Business Management Report on southwest.com, Munich, GRIN Verlag, https://www.grin.com/document/281114
