Southwest Airline Case Study

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University of the Cumberlands *

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631

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Marketing

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Feb 20, 2024

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docx

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1 Week 1 Assignment Southwest Airline Case Study Sumeet S. Shinde University of the Cumberlands BADM533 - M30 Marketing Management Dr. Delonia Minor-Cooley Assignment Due Date: Sunday, May 14, 11:59 p.m. EST.
2 Week 1 Assignment Southwest Airline Case Study 1. Describe the marketing exchange relationship between Southwest Airlines and its customers. Southwest Airlines’ marketing exchange relationship with its customers is of mutual interest, focusing on customer needs. It believes in continuous customer feedback and incorporating it into its marketing and improvement campaigns. It promises customers with responsive and complete service at the lowest cost with no hidden add-ons. It commits customers with the below values (Southwest Airlines 2023). Safety Commitment Citizenship Commitment Environmental Sustainability Plan Environmental Policy Supplier Diversity Program Southwest Contract of Carriage (English) Southwest Contract of Carriage (Spanish) Customer Service Plan (English) Customer Service Plan (Spanish) Southwest Tarmac Delay Contingency Plan (English) Southwest Tarmac Delay Contingency Plan (Spanish) 2. Describe the 5Cs of the marketing framework as they pertain to Southwest Airlines. The 5Cs pertaining to Southwest Airlines are:
3 Customer: Southwest Airlines prioritizes providing excellent customer service and is well known for it. The business emphasizes establishing long-term customer connections by offering inexpensive travel, clear pricing, and a hassle-free journey. The key focus lies in continuous customer feedback. Company: Southwest Airlines is a significant player in the airline business, with a focus on effectiveness and profitability and solid brand recognition. With its distinctive business model, the company prioritizes low prices, short flights, and a point-to-point network. (buildd, n.d.) Competitors: Other significant airlines like Delta, American, and United, as well as budget airlines like Spirit and Frontier, compete with Southwest Airlines. However, the firm distinguishes itself by strongly emphasizing customer service, affordable prices, many daily flights, and distinctive corporate culture. (Hughes. J. (n.d.)) Collaborators: Southwest Airlines strategies by providing a marketing mix. Travel agencies, hotel chains, and car rental firms are just a few of the partners Southwest Airlines has in its marketing ecosystem. To offer frequent flyer rewards programs, the business also collaborates with credit card firms. In addition, it also provides vacation packages and gift card products. (buildd, n.d.) Context: The airline industry is impacted by various economic, political, and social variables since it works in a highly regulated and competitive sector of the economy.
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