Due Date: 11:59 pm EST Sunday of Unit 3
Points: 100
Overview:
This case illustrates several ways in which Southwest Airlines utilizes the four main
building blocks of competitive advantage: efficiency, customer responsiveness,
innovation, and reliable quality.
Instructions:
You will need to review the Southwest Airlines case study at the end of Chapter 3 in the
textbook and answer the following questions:
• What is the link between Southwest Airlines’ business model, strategy,
competitive advantage, and profitability?
• What are Southwest Airlines’ distinctive competencies, resources, and
capabilities to make it happen?
• How will the Southwest Airlines competitive advantage be maintained in the
future?
Requirements:
• Submit a two-three page Word document covering the elements of the
assignment.
• Develop a clear introduction, body, and conclusion. Use paragraph format and
transitions.
• Focus on the quality of writing and content.
• Use APA format with a title page, in-text citations, and references. Abstract not
required. The title page, reference page, and appendices are excluded in page
length requirement.
• Research and cite at least two credible sources in APA format.
Be sure to read the criteria below by which your work will be evaluated before
you write and again after you write.
BUS411 – Business Policy
Seminar
Southwest Airlines
Evaluation Rubric for Southwest Airlines Assignment
CRITERIA Deficient Needs
Improvement
Proficient Exemplary
0-11 points 12-15 points 16-17 points 18-20 points
Introduction Unclear or
incomplete.
Introduction
with a partially
developed
thesis.
Introduction
with a mostly
developed
thesis.
Clear, well-
developed,
introduction
and thesis.
0-17 points 18-23 points 24-26 points 27-30 points
Supporting
Evidence/
Analysis
Lacks specific,
credible, and
relevant
support.
Development
of
position/argum
ent is
inadequate or
missing.
Not adequately
supported with
a limited
spectrum of
specific,
credible, and
relevant
evidence.
Development
of
position/argum
ent is
somewhat
thoughtful and
persuasive but
lacks detail.
Adequately
supported with
a limited
spectrum of
specific,
credible, and
relevant
evidence.
Development
of
position/argum
ent is
thoughtful and
persuasive but
lacks some
detail.
Well-supported
with a broad
spectrum of
specific,
credible, and
relevant
evidence.
Position/argum
ent is well-
developed,
very thoughtful,
and
persuasive.
0-11 points 12-15 points 16-17 points 18-20 points
Conclusion No conclusion
included.
Some attempt
at a
conclusion, but
it is not well
written.
Good attempt
at a
conclusion, but
more
development
needed.
Well written
and fully
developed
conclusion.
0-8 points 9-11 points 12-13 points 14-15 points
Clear and
Professional
Writing
Writing is
frequently
difficult to
understand
because of
several errors
in grammar,
punctuation,
Writing is
somewhat
difficult to
understand
with errors in
punctuation,
spelling, and
grammar.
Writing is easy
to understand
despite minor
errors in
punctuation,
spelling, and
grammar.
Appropriate
Writing is free
of almost all
punctuation,
spelling, and
grammar
errors.
Appropriate
word choice is
and spelling.
Word choice
is sometimes
inappropriate
for an
academic
setting.
Sentence
structure is
unclear.
Appropriate
word choice is
somewhat
used for an
academic
setting.
Sentence
structure is
somewhat
clear.
word choice is
used for an
academic
setting.
Sentence
structure is
mostly clear.
used for an
academic
setting.
Sentence
structure is
clear.
0-8 points 9-11 points 12-13 points 14-15 points
APA
Formatting
and
References
Paper has no
APA
formatting, or
paper has an
APA cover, but
no references
or in-text
citations.
No academic
references
present or
reference
formatting has
significant
errors.
Paper lacks
multiple
elements of
APA (cover,
references, or
in-text
citations).
One academic
reference
present but
errors in
formatting.
Paper lacks
one element of
APA (cover,
references, or
in-text
citations).
Two academic
references
present but
may have a
few errors in
formatting.
Paper has all
elements of
APA formatting
(cover,
references,
and in-text
citations).
Two or more
academic
references are
present and
formatted
properly.
