![]() And finally, several suggestions will be made to clarify some fields where the company is facing some difficulty and threats along with possible solutions to face those crises. will be measured within relevant category analysis of BSC. A number of variables considering profit, service quality and accessibility, satisfactory rating, bonus, compensation, rewards, and other forms of employment condition, etc. The performance measurement phase will make a comparative performance statement between 20 not only upon concrete visible amounts but also upon value perception of invisible aspects. Then, a justification of that approach in terms of company perspective will show constructed upon the issue of making a SMART scorecard concept. ![]() Such combination will be focused on four major criteria related to finance, customers, internal business process, and growth factors, which are the main evaluation categories of the scorecard. Next, a performance measurement tool named a balanced scorecard will propose by making a relationship composition between it and corporate strategies. Here, an individual SWOT analysis will present the most prominent strengths, weaknesses, opportunities, and challenging factors faced by the company in executing the strategic operation. The analysis will start from the placement of present strategic options of the company especially emphasizing price, cost, human resource, and customer service, etc. The study is going to prepare on strategic analysis of “Southwest Airlines Co.” as the biggest passenger airways in the U.S.A as well as one of the prominent global players in the aviation industry.
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