Spirit Airlines: Mission, Vision, and Balanced Scorecard Essay (Critical Writing)

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Updated: Apr 1st, 2024

Spirit Airlines is a renowned American ultra-low-cost carrier with its headquarters in Miramar, Florida. The airlines’ operations are scheduled within the United States, Latin America, and the Caribbean. The company has faced numerous crises relating to delays, flight problems, and misconnections. According to Duffy (2022), Spirit Airlines received over 5,000 complaints, as reported by the US Department of Transportation (DoT). The report indicates that in April of 2022 alone, the Airline recorded 394 complaints about flight problems and 30 complaints for baggage and reservations, boarding, and ticketing (Duffy, 2022). Additionally, 122 complaints were recorded over refunds, while other common complaints against the Airline touched on customer service, fares, and overselling (Duffy, 2022).

Spirit Airlines Mission, Vision, and Balanced Scorecard

The mission of Spirit Airlines is to deliver the best value in the sky and be the most successful Airline on earth. The company’s vision is to stay committed to delivering the best value in the sky while providing an extraordinary guest experience (Spirit airlines, 2022). Table 1.0 below illustrates the Spirit Airlines balanced scorecard.

Table 1.0

	Objective	Measures	Targets	Initiatives
Financial	Increase profitability	Flight revenues Landing and Fuel costs Plane lease cost	Increase by 30% of ticket sales Reduce 20% of flight delays 5% per annum reduction	Opening new international routes Circuity and use of larger aircraft Invoke the force majeure contract clause
Business processes	Fast ground turnaround Payment convenience Flight meal	On-time departure On ground time. Payment methods Customization of the food menu	92% 23 minutes 30% increase in sales 40% increase in food choices	Cycle time optimization system Payment kiosk Food choices
Learning and Growth	Align ground crew with company objectives Employee retention and productivity.	Percentage of ground crew shareholders Percentage of trained ground crew Employee satisfaction.	70% in year 1 and 90% in year 3 100% in year 5 100% in year 1	Stock ownership program Ground crew training Increase salary and retirement plan
Customer	Increase customer satisfaction On-time flights Increase number of customers. Lower fares. Reinforce brand image	Customer ranking. FAA on-time arrival Number of customers. Fare prices. Customer ranking	98% customer satisfaction First in the sector 30% number of customers change. 20% fare change. 90% customer ranking change	Customer loyalty plan Quality management Competitive pricing mechanism. Media marketing

References

Duffy, K. (2022). Spirit Airlines was the most complained about US carrier in April, followed by American, amid flight cancellations and delays. Business Insider. Web.

Spirit airlines. (2022). About Spirit. Spirit airlines. Web.

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