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Essay / Research Paper Abstract
This 6-page paper discusses how Southwest Airlines approaches marketing and some of the challenges it faces as it changes its orientation. Bibliography lists 3 sources.
Page Count:
6 pages (~225 words per page)
File: AS43_MTswamarke.doc
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Unformatted sample text from the term paper:
customer service. Now its time to discuss Southwest Airlines orientation toward the marketplace, and how marketing is viewed within the organization. An important
part of any marketing plan is that of competitive advantage, or difference from the competition. The difficulty with competition in the airline industry, however, is that there is little differentiation,
to speak of. An airplane, is an airplane, is an airplane. It flies from one airport to another - there is little, if any, difference in this, except for the
passenger who is flying first class versus coach. As such, customers dont necessarily fly airplanes for loyalty, unless they have "miles" with a particular air carrier. Rather, they will fly
a particular airline because it gets to the destination that is desired, in a timely fashion. Where, then can an air carrier
differentiate itself? It can provide differentiation at its terminals and gates, and can provide it through cordiality and customer service. The air carrier that has more pleasant employees is one
that is more likely to leave a good impression. Differentiation involves marketing. How is marketing viewed at Southwest Airlines? Getting the promotional message
out to the target audience is important, and SWA has relied on a variety of creative ways in which this is done. It advertises a great deal on TV, for
one thing. But it finds other ways to promote. One of these tools, the "bing," was a computer application that could be loaded onto a desktop, and it would "bing"
whenever a flight sale was on. This helped SWA keep in touch with its customers, and helped customers realize when a cost-effective flight was being advertised.
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