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SYNDICATE 329114427 - NISA SE29114313 - TITO AU29114341 - MARTHIPAKPAHAN

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 Company

Gary Key !" C#a!r$a% &' (#e )&ar*+ Pre"!*e%( ,CEO

A /!0y (ra*e* 0&$a%y NYSE LU

Hea*5ar(ere* !% Daa"+ Te6a"

3+888 E$&yee"

2811+ S&(#:e"( &era(e" 2 )&e!%; 737 a!r0ra'(a$&%; 72 0!(!e" !% 37 "(a(e"

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What is employee brandin

“the process by which employeeinternalize the desired brandimage and are motivated toproject the image to customersandother organizational constituen

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mployee branding !outhwes

"resenting a conte#tual analysis o$ !outhwest Athe mployee branding process to gain an organ“position” in the mind o$ customer%

Ac&nowledge mission and values play in the empbranding process%

'ecognize that employee must have &nowledge brand image%

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mployee branding "roces

E%a/e" (#e &r;a%!

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The mission o$ southwestairlines

I" *e*!0a(!&% (& (#e #!;#e"( 5a!(y 0"(&$er "er?!0e *e!?ere* :!(# a"e%"e &' :ar$(#+ 'r!e%*!%e""+!%*!?!*a r!*e a%* C&$a%y S!r!(

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A conceptualization o$ the employeebranding process

“Competitive advantage through employee

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A% &r;a%!

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*ective and consistent (ra%"$!((a &' $e""a;e" ree0(!&r;a%!%&:+ %*er"(a%*+ a%* e6er!e%0e (#e *e"!re* /ra%* !$a #&* (#e "y0#&&;!0a 0&%(ra0((#a( e6!"(" /e(:ee% (#e &r;a%!er".

!$a0(" (#e!r !%(era0(!&%" :!(# &(#er"+ a" :e a" (#e!r *ay

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mployee )randing "roces

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• Government regulations arestrictions

• Fluctuation in gas and oiprices

• Operate At International Level• Focus On Popular Destinations

• No international flight.• Carry small amount of freight ancargo.

• Inconvenience to business

customers

• Employee satisfaction• Customer service• Low fares• Stable profitability

• Scheduled service• Leadership

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What has made !outhwestAirlines success$ul ?

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What distinguishes it $romcompetitors?,T@'!  &0""e* &%

&%; r&(e(ra?e".

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  Ma!%y+ "#&r(r&(e @&r%ey".

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,T@'! !,.T@W!T

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,T@'!

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Cre*!( Car* &%y'&r &%/&ar*r0#a"e".

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Analyze their mar&etingprogram and identi$y the&eys to success?"'/C• Low cost• Airplane only one type of fleet Boeing 737, so saves money• No seat assignments• No meals – snacks only• No electronic entertainment• No baggage transfers to other airline• No connection with other airlines• Paperless tickets (e-tickets)• Single-class of service so more seats are used

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What is lesson learned $!outhwest airlines?C"(&$er a%* E$&yee are

0&%"!*ere* 'a$!y

• !%e%0e* E$&yee *e?e&$e%(+• C"(&$er "a(!"'a0(!&%+• e0!e%0y 0&"(

S00e"" &' S&(#:e"( A!r!%e" :ere

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