Rydth Essay

905 Words Mar 25th, 2016 4 Pages
THE MERGER OF AIRTRAN BY SOUTHWEST AIRLINES:WILL THE ORGANIZATIONAL CULTURES MERGE?
Southwest’s merger with AirTran, valued at over US$3 billion, makes Southwest the fourth largest American carrier. The merger increases Southwest’s presence in a number of major cities, most notably New York (LaGuardia) and Washington D.C. (Ronald Reagan National Airport). Thanks to AirTran, it now flies into the coveted Atlanta’s Hartsfield-Jackson Atlanta International, the world’s busiest airport, along with a number of international vacation destinations such as Aruba,
Puerto Rico and the Bahamas. Southwest has grown organically, acquiring only two other smaller carriers—Morris Air and Muse Air in the 1980s. This has made it easier to maintain its
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Will the cultures of Southwest and Airtran come together? People are optimistic but the real answer lies in the future.

Discussion Questions 1. Discuss the layers of culture that are evident in this case. AirTran uses Navitaire as reservations system vendor while Southwest currently is planning to switch from Sabre or Amadeus to better accommodate merchandising and international flights. AirTran and Southwest have diametrically opposed views on distribution through online travel agencies. Southwest usually sells its tickets via telephone or through its Web site.

Southwest airlines have a different approach in managing and training its employees. Southwest has cultivated a corporate culturethat focuses on employees and customers having a good time while flying.AirTran believes in lower- fare to attract customers and sells its tickets on various distribution agencies.

2. What are the similarities and dissimilarities between the cultures, values and beliefs of Southwest and AirTran airlines?

Southwest cultural values are “A Warrior Spirit, A Servant’s Heart, A Fun-Luving Attitude. Also, focuses on employees and customers having a good time while flying. Also, uses the ticker symbol LUV and they use all kinds of ways to show that the “Luv” their customers. page on AirTran’s Web site prior to the merger claimed that “loyal crew members keep AirTran airways customers soaring” who have a “timely and accommodating demeanor . AirTran’s values

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