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In 2000
they spent $4.6 million. In 2001 they spent $4.9 millions and in 2002 they spent roughly $5.1
million. The share price of Southwest has been decreasing over the past couple years.
Currently the stock is trading at $14.70. The highest it was trading at was $22.30 in December
of 2000.
Problems and Opportunities
Some of the problems that Southwest faces are that they will receive increased pressure from
new-entry competitors like JetBlue and AirTran Holdings. JetBlue may be on to something big to
gain competitive advantage as they are trying to provide more amenities in their planes?such
as assigned seating and televisions in the seatbacks of its thirty-seven planes...
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