Social and Environmental Comparison Chart: Southwest Airlines (Research Paper Sample)

Social and Environmental Comparison Chart
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Social and Environmental Strategies Comparison Chart: Southwest Airlines
Southwest Airlines is the largest low-fare carrier that is headquartered in Dallas, Texas. The Airline serves customers domestically more than any other airline. Southwest Airline possess nearly 46 000 employees and operates more than 3 800 flights in a day (Southwest Airline, 2013). It is characterized by a unique combination of low fares and affordable travel fees, friendly customer service that is delivered by qualified people, operations that are safe and reliable, and improved corporate culture that extends into the communities (Murray, 2015). The Company is bent on meeting the expectations of their customers through keeping with the spirit and focus of the Mission statement (Southwest Airlines, 2010). The company is focused on ensuring that their customers understand their mode of operation and have confidence in their airline employees.
Action Plan
The basis of the CSR/sustainability and tactical approach of Southwest Airlines is strategic and geared towards ensuring improved performance. The sustainability of the CSR strategy is ensured through entrenching them in the firm’s goals and commitments. The company has a provision for aid kitty for their employees as well assisting in saving of lives during emergencies. According to Murray (2015), the company has a belief in maintaining their worth as a committed partner in satisfying their employees as well as their clients. The commitment of the company towards CSR is geared towards
Social versus Environmental Emphasis
Southwest Airlines is committed to the environment and is highly keen on keeping the negative impact of its daily activities away from the environment. The company has been working hard to reduce the emissions of fuel through having more efficient flights, utilizing the quickest and shortest routes in arriving at their destinations, and applying the saving winglets to their planes (Cone Communications LLC, 2014). Southwest Airlines is also testing out the first green planes that are normally characterized by recycled materials. Although improving the customer experience is one of the major strategies of Southwest Airlines, the company is also focused on enhancing its CSR. The company conducted a project that resulted in a new and improved cabin that was complete with lightweight seat covers and recyclable carpets (Cone Communications LLC, 2014). These innovations also led to the 600-pound reduction in the total aircraft weight that had the capability of decreasing the overall fuel use, and in turn, carbon emissions. In the transformation of the interiors, Southwest Airlines had to remove 80 000 leather seats from the one that already existed from its planes, leading to a lot of leather waste that traditionally would be disposed of in the landfills. The necessity to curb the polluting potential of its activities made the company partner with various international stakeholders such as Kenya in recycling these waste products into useful items such as soccer balls and shoes. In return, the company was also involved in training the local youths the skills related to leather working. In the US, the company partnered with Portland Company to turn the portion of the waste bags into tote bags and back packs that the airline could purchase and distribute as gifts (Cone Communications LLC, 2014).
Stakeholder Engagement and Criticisms
The support of communities is also immense in enhancing the performance of the company in various sections. The company has established partnerships with various stakeholders in various countries to assist them in recycling waste products. However, their significant involvement with the stakeholders is viewed by various critics as a business strategy that is selfishly aimed at benefitting the company and not the community (Singh, 2002).
Reporting & Communication & Accessibility of CSR Report
The major channel through which the stakeholders can access information regarding social and environmental performance is through websites. Furthermore, such information can be relayed through the use of email notifications, magazine publications in addition to accessing the detailed information via the website (Southwest Airlines, 2013). Southwest Airlines has been named as one of the leaders in the Airline industry that are keen on sustainability reporting in a new study by the Price Waterhouse Coopers (PwC) (King, 2011). However, similar information can be emailed to the stakeholders on request.
Measurement
The company conducts annual surveys as they strive to improve their performance compared to that of the previous one. Southwest Airlines tracks the success of co-mingled recycling programs through monthly reports that are compiled by the Republic Services. This information is normally collected through normal customer surveys and compiled in an internalized framework.
Third Party Endorsements and Recognition
The efforts of the company towards ensuring clean and sustainable environment has been recognized far and wide. Southwest Airlines has received various awards and accolades related to their social and/or environmental efforts. These include Top U.S. Airlines Score on Commitment to Fighting Global Warming by Climate Counts, FORTUNE 500 Green Power Partners, #40 by U.S. Environmental Protection Agency, Recycling Co-Winner for Co-Mingled Recycling Program by PR News, and eco-Pioneer of the year by Air Transport World (Lauer, 2010).
Value Chain Integration (Porter)
Southwest Airlines Company has been able to develop deep links between the business strategies and the corporate social responsibilities as espoused by Porter and Kramer in their concept “Strategy & Society: The link between competitive advantage and corporate social responsibility” (Porter & Kramer, 2007). Porter and Kramers approach promotes the concept of shared value chain that connects the various business strategies with social programs that the company conducts. The various company strategies are geared towards connecting the company operations to corporate social responsibility. It is for this reasons that the information technologies are optimized by the company to maximize value through various strategies such as controlling, monitoring and linking every functional activity to strategy and society (Jones & George, 2011). The company also adheres to the Porter and Kramer propositions through providing emergency aid to epidemics and the disasters caused by the company operations. Southwest Airlines also applies the Total quality management systems (TQM) that allow them to review every function and revise for improved efficiency. TQM is crucial in enhancing the corporate social responsibility through improving the internal operations. TQM focuses on customers, helps in building commitment to the quality, creating a close association with employees and eliminating barriers between departments (Jones & George, 2011).
Pierce & Doh Strategic Initiatives
Some of the Airlines’ corporate-supported social initiatives that it conducts in a bid to adopt a Pierce & Doh approach include supporting qualified 501(c)(3) charitable organizations (Southwest Airlines, 2010). This strategy is effective in that it does not only reflect the company spirit, but also caters for the needs of the community (Pearce and Doh, 2005).
CSR Leadership in Industry
The main goals that the company looks for in their corporate so...