Executive Summary The strategy of Southwest Airlines (SWA) has remained the same, which is to give customers low-cost, point-to-point airfare, with excellent customer service. This simple strategy has resulted in SWA posting profits for 30 consecutive years. While other airlines are downsizing, SWA is showing slow steady growth. This performance is evident throughout their SEC Filings. First we will look at SWA's ROI and ROE compared to the rest of the industry. Two thousand and one …showed first 75 words of 4538 total…

…showed last 75 words of 4538 total…K financial report retrieved October 31, 2003 from http://media.corporate-ir.net/media_files/NSD/jblu/reports/2002_10K.pdf Marshall, D., et al, 2002, Accounting: What the numbers mean [5th edition]. San Francisco: Irwin/McGraw Hill Southwest Airlines 2002-2001 10K financial report retrieved October 31, 2003 from http://www.southwest.com/investor_relations/swaar02.pdf Southwest Airlines 2000-2001 10K financial report retrieved October 31, 2003 from <Tab/>http://ir.thomsonfn.com/InvestorRelations/SecFilings.aspx?partner=9917&t