Southwest Airline Case Study
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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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Question 1
Complete the table below about contractual requirements for strategic planning in an organization.
Identify at least two contractual requirements for strategic planning in an organisation.
In 50 words or more, describe the implication of each identified contractual
requirement for the organisation's business.
Contractual Requirement
I.
II.
Budget
Timelines.
Implicati
on
Clarity regarding the direction of the firm can be obtained by
creating budgets and economic projections. The best
business idea, product, service, or marketing plan alone
won't guarantee success. Additionally, it is crucial to
comprehend the business's financial figures and the
ramifications of each one. Financial budgets and projections
may also be used by various stakeholders outside the firm.
Timelines are essential to account for the future. It
encompasses planning, preparation, control and other
associated processes. It forms an integral part of
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quarters
1
2
3
4
5
6
7
8
9
10
11
Sales
6
8
11
9
10
9
15
14
10
19
?
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"You are a project manager for a 10,000 sf industrial garage project in Toronto with a contract value of $1,350,000 and a contract duration of 6 months. You are preparing a status report for the
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forecasting."
PROJECT
PLANNED DURATION
REPORTING PERIOD
Project Progress Data
Planned Value (PV)
Earned Value (EV)
Actual Cost (AC)
O "$1,080,000"
"$1,215,000"
O "$1,323,000"
O "$1,161,000"
INDUSTRIAL BUILDING
6 MONTHS
MONTH 3
Month 1
$225,000
$250,000
$225,000
Month 2
$225,000
$250,000
$225,000
Month 3
$225,000
$250,000
$225,000
Month 4
$225,000
Month 5
$225,000
Month 6
$225,000
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None
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Business Type: Processimg of fruits (canned, fruit bowls, dried fruits)
Market: Health conscious subset of the market which is steadily growing. Reduction of NCDs
Location of Business: Portsmouth, Dominica
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Please find attached question
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A- The figure below shows the Iraqi Airway's passenger traffic from 2011
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count=140-160 words ONLY).
6 000
4 910
5 000
4 110
4 000
3 000
1 990
2 000
1 747
1 300
1 120
1 060
1 000
370
270
90
2011
2012
2013
2014
2015
Domestic passengers
International passengers
Number of pass engers in thousands
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Ruberic
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А.
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С.
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Actual Sales
Forecast Error
Error
Error
|Error %|
1
39
44
3
40
4
45
5
38
6.
43
7.
39
MAD
MSE
МАРЕ
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MAD is Blank 1.
MSE is Blank 2.
MAPE is Blank 3%.
Blank 1
Add your answer
Blank 2 Add your answer
Blank 3
Add your answer
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Use two decimal places and do not put unit of measurement (UoM). (for example 35.00 or 35.40)
MAD is Blank 1.
MSE is Blank 2.
MAPE is Blank 3%.
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Blank 2 Add your answer
Blank 3 Add your answer
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田
Actual
Period
Demand
1
200
2
212
3
214
4
222
236
221
7
240
8
244
9
250
10
266
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