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Essay / Research Paper Abstract
This 8 page paper looks at the well know US Airline answering asset of questions concerning the marketing aspects of Southwest. The paper identifies the target market, identifies the ways in which Southwest is unique, the way that the product line matches the market targeted and the presentation of a positioning map. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEsouthquest.doc
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Unformatted sample text from the term paper:
customer. The airline was the first to develop the low cost model, as they identified a target group of customers to who the efficiency aspect of travel was a priority.
When developing the business strategy the identified a suitable customer, such as a Texan who would be travelling between cities within the US, and designs that this to appeal to
that specific type of customer (Smith, 2011). This means that the target market is made up of travellers who see airline services as a functional aspect of travel, and want
value. Therefore, individuals who fit into his target market will include medium to high frequency business travellers, this is reflected in the provision of a loyalty scheme, and the way
in which it has been adapted in 2011 in order to reward frequency. Individuals the fall into this category are both man and female travellers, who are likely to be
between the ages of 24 years and 55 years. Those who utilize service are conscious of their budget, and in line with the professional profile and age profile the target
market are also likely to be on the right side of the data divide, having a high level of technology savvy. This target market profile is reflected in the way
that the organization prices and markets its product. The secondary market or leisure travellers, who are also price conscious, wanting value for money. It should be noted that value for
money does not necessarily mean cheapest possible price. 2. How is Southwest Unique Southwest is unique in a number of ways, which provided with a source of competitive advantage. The organization
had its initial competitive advantage and uniqueness by gaining a first mover advantage in the way that it developed the low cost model. Southwest Airlines is known as the originator
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