Southwest Investment (Go or No Go)

35882Here are the instructions:

You are working as an advisor to a major mutual fund senior manager. This
mutual fund has a major investment in Southwest Airlines. Now that Southwest has
completed its merger with Air Tran Air, your boss, the senior manager, wants your
specific advise as to whether this merger will affect the strategy and culture of Southwest Airlines. Can they maintain their razor like focus on their basic strategy or will Air Tran Air dilute Southwest’s strategic message? Your boss will be trying to decide if he should retain his investment in Southwest or sell it. You recommendation will be crucial in his decision.

You are to analyze the situation in the Southwest case (2013 Inkpen, Thunderbird
School) when you make the recommendation. You should not use other outside
resources. Make your recommendation to your boss – either “hold” or “sell” (pick one).
Back up that recommendation by highlighting the distinctives in Southwest’s strategy.
Mageretta shows how Porter describes five tests of an excellent strategy:
 A unique value proposition
 A different tailored value chain
 Clear trade-offs, and choosing what not to do
 Activities in the value chain that fit together and reinforce each other
 Strategic continuity over time

Show how these tests relate to Southwest and how they either can be copied by
competitors (building the argument to sell the investment) or how the way they all work together to make it difficult or impossible for competitors to match (building the
argument to retain the investment). Highlight Air Tran Air’s choice of multiple different types of planes, their international presence and the possible differences in culture. This analysis should be about 5 pages long and should begin with the executive summary outlining your recommendation. (Put your recommendation first).

Utilize the following per the instructions (this will show you the five test of excellent strategy) :

https://johnspence.com/wp-content/uploads/2016/10/Strategy-ideas-from-Michael-Porter-JAN-2016.pdf

I have attached the actual case study.

*** The Writer of this case study may go For? or Against the merger! Its up to you, which ever is the easiest case to defend!

Thanks!

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