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Essay / Research Paper Abstract
This 5 page paper examines the market of Southwest Airlines, looking at the background of the company, their target market and products and how they compete for their target market customers. The bibliography cites 1 source.
Page Count:
5 pages (~225 words per page)
File: TS14_TEsouthair.rtf
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Unformatted sample text from the term paper:
Field, in Dallas Texas, 198 staff and three Boeing 737s the company now has over 200 aircraft and has even faced legislative moves in a bid to reduce its success
in the form of the Wright Amendment (Southwest, 2005). The company is successful as it manages to keep aircraft in the air longer than competitors gaining great levels of efficiency
from this asset. To achieve this they have to understand who their customers are. We will define the primary target market and
define them. There are many different classifications we can use. If we use Young and Rubicams 4 Cs we are looking at the Mainstreamers. This is a group that make
up 40% of the market. This group look to conform and are most likely to go for brand names they known and trust which have been established a number of
years, they are not risk takes and may be from a range of age groups. We can also argue we are
looking to the upper working to the middle classes. We need consumers who have a disposable income sufficient to fly, but as the airline is also a low cost airline
but seeks to differentiate on service it is not the very cheapest, to we need consumers that want value for money. We can argue there are several groups that might
fall into this category. DINKYs are duel (or double) income no kids yet families. The disposable income level is relatively high, and
this is a group of consumers that often like to travel, are careful of costs but do not always go for any product that is simply the cheapest, they may
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