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1. What are the order winning criteria for this organisation? Where does the company sit in Schmenner's Service-Process matrix and can you detect the adoption of the principles underpinning the Service-Value Chain?
Answer: Initially the company was a local point-to-point Texas based operation competing against bus and train operators. Most journeys were under one hour, flight schedules were adhered to, costs were pared to a minimum and service levels were reduced to ensuring organisation and safety. No meals or drinks were offered on the aircraft. Aircraft turnaround times were the best in the business giving a seat occupancy rate higher than competitors. The order winning criteria would have been cost or value for money, reliability of timetable, and accessibility. In Schmenner's matrix, Southwest is a service factory.
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