Marketing Strategies Of Southwest Airlines

920 Words4 Pages
A central theme in marketing is a company’s ability to communicate the value of its product and/or service offering to a specified target or core customer. Through the use of profiling and research, a company determines which individuals best represent the end users of its product and/or service (Boone & Kurtz, 2014). These individuals become the company’s target or core customers. The company then builds marketing strategies specifically aimed “to inform, persuade, and remind” (Kolter & Keller, 2012) the core customers of its product and/or service offering. These marketing strategies define the company and become the means for which it begins to build relationships with its core customers. One organization that does an excellent job of communicating its product and/or service offering to its core customers is Southwest Airlines. The airline is beginning its 44th year of operation and unlike many of the competitors in the industry, has been profitable in each of the last 41 years (Southwest, 2013). The company’s mission statement is clear. It reads, “The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit” (Southwest, 1988). The company’s purpose is just as clear and states, “To connect People to what 's important in their lives through friendly, reliable, and low-cost air travel” (Southwest, 2013). The airline embodies these philosophies in all of its
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