While The Motley Fool points out one legit weak area for Southwest, they are completely off the mark due to Southwest's brilliant fuel hedging strategy.
The one legit weak area for Southwest is the frills. I don't know if Southwest has looked at IFE, but that is the only missing item that stands out to me. I'm not a fan of the cattle call seating system, but I guess that you can now 'check in' online up to 24 hrs in advance to get a precious low boarding number. I even read about a service that, for a small fee, checks you in and guarantees you in the first group. So the only major frill that I see missing is IFE.
Where TMF completely misses the mark is the pricing power that Southwest has and will retain for at least the next two years. They will be able to control base fares in EVERY market that LUV serves. Bar none. They can use that power to target certain markets as loss leaders and more than make up for it in other markets.
Note in this article:
http://www.ecommercetimes.com/story/49346.html (originally posted by SWA F/O) that Southwest raised prices in about 2/3s of their markets. LUV can easily target one or two other carriers and put them out of business before LUV's fuel hedges expire. So there may be a reason why JetBlue didn't match LUV's fare increase; it's possible that LUV didn't raise fares on routes that it competes against JetBlue.
Predatory? Yes. A way of life in the airline industry? Yes.
I completely agree with FlyBoeingJets on the debt levels. LUV is a formidable opponent with the low debt levels that they carry; it is almost as powerful a cost advantage as their fuel hedging.
I found the second tier airport argument without merit. JetBlue has started to go into busier airports such as LGA and is seeing their on time performance drop precipitously due to flying into them. LUV has been able to turn aircraft quickly due to avoiding saturated airports.
It's my understanding that the reason why LUV abandoned SFO was due to the poor operational performance out of there. (Side note- flying in and out of SFO will either kill Virgin America or they will relocate).
Oh crap, I was supposed to say something bad about LUV for the orange/brown kool aid drinkers. I wouldn't want them to miss their standard harumph harumph (ala Blazing Saddles). How about this: I can't believe that LUV is so far behind the times that they don't have IFE. (FWIW, I don't see lack of IFE as an achilles heel; TMF overstated this weakness).