Strategic planning must take many elements into account. Some of these elements are the company's mission, vision, values, goals, critical success factors, and differentiation strategies. Southwest Airlines approaches strategic planning from a very different perspective than other airlines. Where other airlines increase profits through additional fares and services, Southwest instead prefers to take a quantity and convenience approach. Southwest Airlines has a transparent vision, mission, goal plan and strategic implementations in accordance with their strategic planning. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Southwest Airlines' main strategy is to get passengers to their destinations on time at the lowest possible fares while ensuring that customers enjoy customer loyalty (Heskett & Sasser, 2013). The airline's differentiation strategy is to focus locally and on a smaller scale than other airlines. While other airlines focus their marketing and efforts globally, Southwest focuses on more local flights that represent shorter routes. Additionally, Southwest enjoys a relaxed, family-friendly atmosphere; while other airlines offer luxury upgrades and more free items such as full meals. Some of the main challenges of strategic planning, especially for large and complex organizations like Southwest Airlines, are finding a way to gain competitive advantage, finding the appropriate differentiation strategy, and ensuring that implementations through strategic planning do not burden the company, but rather they drive productivity, loyalty and profits. Finding which elements can be offered and which must be abandoned is a unique balancing act. While Southwest offers a “Bags Fly Free” policy, it cannot conveniently offer free meals on its flights. Finding a unique balance in strategic planning is very complicated and difficult at times. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Leaders must make the best decisions based on their knowledge, experience, and the information provided to them. Their decisions impact not only the profitability and long-term health of the company, but also the organization's employees and customers. Fluctuations in the prices of items such as oil for airplanes cause ticket prices to fluctuate for airlines as well. Leaders of large organizations have many considerations to factor into their strategic planning. So far, Southwest has demonstrated that it executes its strategic planning well.