Posted: February 9th, 2015

Balanced Scorecard: Southwest Airline

Paper, Order, or Assignment Requirements

 

 

ACCT 241 PRINCIPLES OF MANAGERIAL ACCOUNTING – Fall 2014

 

BALANCED SCORECARD ASSIGNMENT

 

DUE DATE: Not later than Monday, November 24, 2014.

 

No projects will be accepted late.

 

This assignment is worth 50 points plus potential extra credit of up to 20 points.

 

Please hand in a hard copy of your report not later than the beginning of class Monday, November 24^th.

 

REQUIRED:

 

Visit the web site of an airline as outlined in the table below: in my case Southwest

 

If your FIRST name as listed in BlackBoard begins with:	Your Airline for Analysis is:
A, B, C, D, or E:	Southwest
F, G, H, I, or J:	American
K, L, M, N, O or P:	United
R, S, T, V, W, Y	Delta

 

On the website, research the airline, especially the area that shows the annual report and investor relations information. Also explore the airline’s web site to learn about the airline’s services and operations. You may also wish to explore the airline in other databases or library resources.

 

Based on your research:

 

Provide a report of analysis, not more than 5 pages in length (typed, 12 point font, Times-New Roman, 1.5 line spacing; 1 inch margins) plus any exhibits you choose to attach that addresses the following questions:

 

• What is a Balanced Scorecard and what are its key features?

 

• How can a Balanced Scorecard be used to measure performance?

 

• Given the logical relationships between the four key areas of the Balanced Scorecard, how do these four areas tie together or relate to one another?
• Based on your research, provide the specific mission statement for your assigned airline.

 

• What are the overall, long-term goals for your assigned airline?

 

• Create a balanced scorecard for your assigned airline; provide at least two specific performance measures for each of the balanced scorecard’s perspectives, and include a specific example of each performance measure based on your research. You must cite the source of each example that you specify (such as the airline annual report, airline website, or other sources).

 

For extra credit of up to 20 points:

 

Analyze, that is, compare and contrast your assigned airline with the other three airlines on 8 key performance measures – two financial and two non financial from the balanced scorecard’s perspectives.   The measures for your assigned airline must be different from those you selected in your response to question (6) above.

 

You must include the specific performance measures based on your research. Your analysis should discuss how each airline compares on each measure and whether there are opportunities for improvement by each airline. Be specific and cite the source of the data presented as well as your related discussion. Sources may include the airline annual report, airline website, or other sources).

 

If you choose to pursue the extra credit option, your report may be expanded to a maximum of 10 pages plus exhibits.

 

For this project, no group work is allowed.