Strategy formulation should also help guide the company towards the creation and achievement of their mission, vision, goals and objectives. The mission of Southwest airlines focuses on their employees and customers Southwest airlines (2010).
The airline has gained and kept their customers by giving exceptional customer service which has provided for by the employees who are seen as the cornerstone of the company. This mission therefore, sets southwest airlines apart from other airlines since they are able to treat their customers like they are all in first class. These first class services can only be seen as being provided for to first class customers in other airlines. Therefore by having mission statement that directs their strategies and goals towards the provision of first class service to its customers makes southwest airlines have a unique relationship with the customers. This is the same mission that also guides the employees, and the workplace performance.
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