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Southwest Airlines Marketing Strategy
- Essay length: 4738 words
- Submitted: 24/05/2012
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MARKETING 500
May 24, 2012
MARKETING PLAN
Submitted by Team 1
Badritdinova, Roza
Baisetova, Elmira
Barnett, Kelli
Wang, Yi
TABLE OF CONTENTS:
1. EXECUTIVE SUMMARY 2
2. U.S. AIRLINE INDUSTRY ANALYSIS 3
2.1. Industry Definition 3
2.2. Industry Size and Growth 3
2.3. Industry SWOT Analysis 4
2.4. Current Trends in U.S. Airline Industry 5
3. SOUTHWEST AIRLINE 6
3.1. SWA Brief History 6
3.2. SWA Today's Facts 6
3.3. SWA Marketing Mix 7
3.4. SWOT Analysis 8
4. ENVIRONMENTAL ANALYSIS 11
5. COMPETITOR ANALYSIS 12
5.1. AirTran Airways 12
5.2. JetBlue Airways 13
5.3. Continental Airlines 14
5.4. SWA's Competitive Advantages and Disadvantages 15
5.5. Egg Diagram 16
6. CONSUMER ANALYSIS 17
6.1. Who Flies SWA? 17
6.2. Why Do They Choose to Fly SWA? 17
6.3. Perceptual Maps 18
7. STRATEGIC VALUES 19
8. CONCLUSION 20
1. EXECUTIVE SUMMARY
Fortune magazine calls Southwest Airlines "the most successful airline... It provides great examples and keys elements to
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