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Essay / Research Paper Abstract
This 9 page paper looks at the importance of the marketing mix to Southwest Airlines. The paper starts with an introduction to the firm and identifies the research objectives and questions. A literature review is then presented to look at the theory and practice of Southwest Airlines. The paper ends with a conclusion. The bibliography cites 15 sources.
Page Count:
9 pages (~225 words per page)
File: TS65_TESWmarkg.doc
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Unformatted sample text from the term paper:
References 11 1. Introduction Southwest Airlines is one of the United States most successful domestic airline companies, which is reflected not only in the business profits, but
also in favour of the shareholders. In 2002 the market capitalisation for the airline was $9 billion, an amount which exceeded the combined total of all other US-based airlines (Gittell,
2005). The airline has also been one most profitable, suffering only a couple of quarters of loss during its entire history, at times when many other airlines have faced bankruptcy
(Southwest Airlines, 2012; Gittell, 2005). The success of the airline is likely to be the result of many factors, the aim of this paper is to assess the degree to
which the marketing mix has been able to contribute to the success of the organisation. 1.1 Study Background the US airline is one that is highly competitive, and as a
result of recent economic difficulties has seen a degree of consolidation between different airlines; following difficulties in both firms Delta merged with Northwest Airlines, keeping the Delta name (CNN, 2008),
United Airlines has acquired Continental Airlines, and more recently Southwest Airlines had acquired AirTran (Southwest Airlines, 2012). It is a pattern often seen as a maturing industry, and can intensify
competition among the largest remaining firms (Hooley et al.,, 2007). The airline industry has also faced faced some challenges, including a downturn in demand following 9/11 as well as facing
problems caused by a global recession, these are both likely to result in lower demand, especially in the leisure sector which is more price sensitive (Dognais, 2010; Nellis and Parker,
2006). These all emphasised the need for effective marketing, with a great deal of the marketing mix in the US based on the aspect of price, supplemented with value offerings
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