Answer Q1:

In order to successes in the business, strong resources are require to ensure the
operational of the organization are effective and contribute to customer stratifications. There
are two type of resources which is tangible and intangible resources. As for the Southwest
airline, the tangible resources are their physical resource. Physical resource are one of the
important tangible resource it the aircraft itself. Currently, Southwest Airline own numbers of
Boeing and huge aircraft. This are their number one resource in order to gain profit. Next
tangible resources are their financial resource. Financial resource can be classify as the
tangible resource as they can control the budget of their company. The income of the
Southwest Airline increasing in every year. They choose its cities carefully and target to the
cities that has higher demand on flight, then they set high flight frequency so that they can get
double profit. Technological and system resources also classify as the tangible resource as
Southwest Airline can control the technology. Southwest Airline cutting their additional cost
in order to achieve business objectives and maintain its efficient operation. Therefore, they
introduce ticketless airline system in order to cut down the cost of their operation. This
system give positive income to the Southwest Airline.
As for the intangible resource of the Southwest Airline, People or also known as
human resource are one of the intangible resource. The ability of Southwest Airline to treat
the customers right was the responsible for the organization astounding success. Their
customer services was meet the customer expectation and requirement make their customer
satisfy with the services the Southwest Airline provided. Another intangible asset is the
knowledge. The resulting knowledge gets internalized and consequently endure. Idea of
cutting extra cost and customer care absolutely show the positive impact toward Southwest
Airline. Last but not least, the relation with stakeholder are considered as the intangible asset.
Stakeholder investment determine the operation of the Southwest Airline. The higher the
stakeholder invest for the organization, the more the plan that Southwest can do. Therefore,
strong stakeholder relationship are the priority of every business.

Answer Q2:

Answer Q3:
Resource-based advantage can be describe as a basis for the competitive advantage of
a firm lies primarily in the application of a bundle of valuable tangible or intangible resources
at the firm's disposal. (Mwailu & Mercer, 1983 p142, Wernerfelt, 1984, p172; Rumelt, 1984,
p557-558; Penrose, 1959).
Southwest Airlines have strength in resource-based advantage. This is can be show southwest
Airlines have two different models are available to airlines for serving customers. Among of
the resource based advantage are physical resource which is important tangible resource. For
example are their facilities, technologies, and modern aircraft. Besides that another strength
of the Southwest Airline, is hub and spoke system that links several locations and allows
passengers to reach far-off places conveniently, which is the system seeking to maximize
connectivity.
Next, the another strength is the point-to-point system which is its optimal utilization of its
capacity which is on their second model, the emphasis is on fare and travel time that links
two locations directly .After that , the another strength of its airlines is ,they have most are
short-haul flights with an average distance of four hundred miles or less that can otherwise be
covered by surface transportation which is the rapid turnaround time between locations that
reduces the cost .The another strength is pioneering such an airlines ,which is its founders
believed that people who drive or take a bus to cover short distance would rather fly if it were
cheaper ,convenient, and pleasant .After that ,Southwest Airlines

also position itself as an

attractive alternative to travel by car or bus ,thereby avoiding direct competition with major
airlines and creating in the process a defensible niche.

Answer Q4:
The difficult for competitors to imitate southwests capabilities because competitors have a
hard time duplicating resources. Some difficult to imitate resources are protected by various
legal means, including trademarks, patents, and copyright. Southwests culture arose from its
very humble beginnings. The airline had so little money that at times it had to temporarily
luggage carts from other airlines and put magnets with the Southwest logo on top of the
rivals logo. Other airlines could not replicate Southwests culture. Most airlines struggle to
be profitable, but Southwest makes money virtually every year.

Answer Q5:
The Southwest Airlines manages making profit continuously. Now they trying to do their
approaches towards the next quarters of the year do maximize their profit as much as
possible. So that Southwest Airlines can make airlines. Most American flying loving people
today are aware of the website www.southwest.com. The Southwest Airline became the first
American airline, which is effectively and efficiently appeared in the web of internet to serve
their bookings are booked on the website by the customers. So the service speed is gearing up
for the Southwest Airlines with the use of web marketing. Southwest Airlines earn massive
return by providing web supports to their clients. Better serve customers by improving their
routing system. Southwest Airlines offering enhanced accessibility and minimizing delays.
Southwest Airlines have low operating cost operations. These airlines operate one type of
aircraft. Customers make reservations and purchase tickets at the companys website.
Besides, they tried to steer clear of congested airports, stressing instead serving airports
relatively near major metropolitan areas and in medium-sized cities. Southwest Airlines focus
on customer satisfaction. They make sure passengers had a positive and fun flying
experience. The flight attended presenting a happy face to passengers and displaying a fun
loving attitude. Complaint letters were seen as learning opportunities for employees and
reasons to consider making adjustments. Training and retraining employees as needed to
maintain skill-based competencies. Leadership course emphasized a management style based
on coaching and courage, rather than supervising or enforcing rules and regulations.
Orientation program included videos on Southwests history.