Marketing Study of Southwest Airlines

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Marketing Study

Of

A Paper Submitted in Partial Fulfillment of the Requirements for

GBA 517

Essentials of Marketing Management

At

Cal Poly Pomona University

Submitted by:

Fiorello B. Abenes, Ph.D.

Table of Contents

Preface 3

Introduction 6

Company History 6

Regulatory Environment 7

Company Product 9

Target Market 9

Market Segment 9

Competitors and Competition 11

Product and Pricing 12

Product Positioning 12

Market Positioning Strategies 12

Marketing Strategies 14

Pricing Strategies 15

Distribution and Promotion 17

Product Distribution Strategies 17

Promotion Strategies: Marketing Mix 19

Frequent Flyer Awards 20

Advertising 20

Television Sports Advertising 22

Public Relations 24

E-Commerce Promotion 28

Internal Marketing 30

Conclusions 34

Reference List 37

Preface

I chose to study the marketing strategies of Southwest Airlines (SWA) for this paper because I believe it is the best managed airline in the United States, if not the world. As a business student, stockbroker, and investor, I try to find companies in beleaguered industries that manage to do