Southwest Airlines Essay

1385 Words Dec 19th, 2008 6 Pages
Michele Lynn
October 12, 2008
Marketing – Resnik
Case Study: Southwest Airlines Air travel has its ups and down, as does basically any type of travel. However, Southwest Airlines has always been my favorite airline to fly. As a young single who loved traveling, I found their fares and schedules to be the most convenient for my taste. I always appreciated the staff’s sense of humor, and it really never bothered me where I sat, so I didn’t mind the “A, B, C” boarding groups as opposed to assigned seats: I actually appreciated the freedom of choice. It wasn’t until after a couple of marketing classes that I realized the things I preferred about Southwest were intentional marketing strategies that the company used to differentiate
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The SWOT analysis is a simple way of generating strategic marketing alternatives from a situation analysis. Another type of popular analysis is a PEST analysis, which involves Political, Economic or Environmental, Social, and Technological or Transportation analysis. An industry analysis can be performed using a framework developed by Michael Porter known as Porter's five forces. This framework evaluates entry barriers, suppliers, customers, substitute products, and industry rivalry. Internal factors are those that can be addressed within the organization. This would include conditions that might be addressed by operating procedures and/or management decisions. Management teams will be most effective in working in this area: perfect example is Southwest’s Tuesday meetings. External factors are those over which you have little influence, or are not in a position to change, but which have a direct influence on the success of your business: in this case, Continental Lite and Shuttle By United. Further analysis of marketing tools, such as the marketing mix, will help flesh out the SWA case study. The marketing mix is generally accepted as the use and specification of the 4 P’s describing the strategic position of a product in the marketplace. These variables are known as: product, price, place (distribution), and promotion. Southwest’s product is travel: a service that is highly

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