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Financial analysis can be defined as the process of analysing financial statements of an organisation in which actual performance, available resources, profits, incomes, expenditures and revenues are evaluated. Main purpose of financial analysis is to assess that business is in profits or losses and it is performing well or not (Financial analysis, 2018). In all the companies financial analysts are hired by directors so that they can properly check final accounts that includes income statement, balance sheet and cash flow statement. It guides managers to formulate effective strategies for the business in order to attain predetermined objectives. Main aim of this report is to understand the importance and uses of financial analysis to analyse actual performance of a company. In this project report financial analysis has been conducted for two different organisations that are Southwest and Singapore Airlines. For the purpose of analysis different ratios like profitability, liquidity, efficiency and gearing ratios have been calculated for both the organisation. At last comparison performance of both the companies, strengths and weaknesses are discussed under this assignment.
Analysis Of Companies
Non financial analysis
Overview of Southwest Airlines:
It was established in year 1967 by Mr. Herbert Kelleher and Rollin King. Currently the organisation is operating business in US successfully. Its headquarter is in Dallas, Texas. The business in executed with the help of more than 57000 employees. Main goal of the organisation is to satisfy all its customers by providing them good services on low prices so that all of them can be retained for a long period. A unique boarding process is used by the company that helps to entertain customers while they have to wait for sometime while boarding (Vogel, 2014). In Southwest Airline the interior is also very attractive as in year 2001 it as introduced spirit interior in flights. Various characteristics of flights attracts large number of customers. The features that are included in the airline are free Wi-Fi, paid live television streaming on demand of visitors etc. An evolve interior has also been introduced in some sections of flight in which retro theme and eco friendly seats are launched by the organisation.
The most attractive thing which is offered to the customers is rapid reward. In this reward system some points are gifted by the organisation to the visitors all of them are provided according to cost of tickets. These points can be redeemed by customers to get a free ticket or a particular percentage of discount on their flights. Different types of promotional activities are used by the company while conducting marketing operations. It is mainly known for humour in all its advertisements (Laudon and Traver, 2013). Current slogan of Southwest Airline is “Low fares nothing to conceal”. Mission, vision and objective of the company are as follows:
Southwest Airline's mission is to deliver best quality services to the customers so that they get satisfied and organisation may attain higher growth.
Southwest Airline's vision is to become first choice of customers and to bee most loved, flown and profitable airline.
Main objective of the company is to capture large market area so that business can be expanded in more geographic locations in order to increase profits and sales (Annual report of Southwest Airlines, 2018).
Overview of Singapore Airlines:
It is one of the oldest airlines in world as it was founded in year 1947 and the operation of the organisation are commenced from year 1972. Peter Seah Lim Huat is the chairman of the organisation and Goh Choon phong is the chief executive officer of Singapore Airlines. Currently the organisation is having more than 14700 employees. It is owned by government of Singapore. Its headquarter is in Changi. For branding the business entity is using Singapore Girl. The business is operated by the airline in 32 countries with 62 differe
nt destinations. The organisation is having strong presence in Southeast Asian region (Sheikhi, Ranjbar and Oraee, 2012). When financial crisis had taken place in year 1997 the organisation have discounted its flights in some destinations. The airline is offering five different classes of services to its visitors that are economy, premium, business, first class and suites. The quality of food which is delivered to the customers is very good and different range of food is offered to the visitors. As Singapore Airline's business in executed by government hence the prices for the tickets is low as compare to other flights but it is very costly for the customers who belongs to other countries except Singapore. This airline is the part of world's 15 most preferable airlines. Vision, mission and objectives of the company are a