“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Southwest Airlines Co.

Southwest Airlines Co. (Southwest Airlines or “the company”) is a passenger airline that provides scheduled air transportation in the US. The company primarily provides point-to-point, low-fare services in the 72 cities in 37 states throughout the US. It is headquartered in Dallas, Texas and employed about 45,392 people as on December 31, 2011.