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.

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