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Analysis of Strategic Structure of Southwest Airlines Twenty-nine years ago, Rollin King and Herb Kelleher got together and decided to start a different kind of airline. They began with one simple notion: If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline. Within 28 years, Southwest Airlines became the fifth largest major airline in America. With the addition of service to Buffalo-Niagara International Airport on October 8, 2000, fly more than 57 million passengers a year to 57 great cities (58 airports) all over the Southwest and beyond. And she does it over 2,600 times a day. Company also got more than 330 of the newest jets in the nation, with an average age of 8.4 years. In her fleet are included three...

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