This case details the history of Southwest Airlines (LUV) and emphasizes the benefits of a focused strategy. The case demonstrates how a competent service strategy together with operations efficiency can lead to profit, and it explains the concept of an integrated approach tying together the customer value proposition with operational and human resource capabilities. At the time of the case, LUV must consider whether or not it should change some of its operational tactics. Excerpts from a talk that LUV's former CEO, Herb Kelleher, gave at the Darden School of Business is available to complement the case. Please see Elliott N. Weiss, "Herb Kelleher and the Four Ps Toward High Performance: People, Purpose, Process, Philosophy (MEDIA)," UVA-OM-1173M.