At Southwest Airlines, "We Love Your Bags"
1. Describe the various promotion elements that Southwest Airlines uses in its integrated marketing communications. Southwest Airlines Company is an American airline with headquarters in Dallas, Texas. Based on domestic passengers carried, Southwest Airlines is the largest airline in the United States. (2010 -06-30)[upThe The airline operates more than 3,400 flights a day [update]utilizing a fleet of 552 aircraft. While operating in an extremely competitive industry, Southwest Airlines Company tries to differentiate itself from its competitors by projecting itself as the only low-fare, short-haul, high-frequency, point-to-point carrier in America that is fun to fly. Southwest Airlines Company is known and recognized by consumers for its low priced fares. The airline needs to be extremely cost-efficient in order to be successful. Therefore, their business plan is focused on utilizing single aircraft type, short-hauls, secondary airports, point-to-point versus hub-and-spoke to keep its costs down. They also pride themselves for doing unconventional things. For example, not assigning seats to passengers on their flights helps to reinforce its image that it gets passengers to their destinations when they want to get there, on time, and at the lowest priced fare available. By not assigning seats, Southwest can turn the airplanes around quicker at the gate. If an airplane can be turned around quicker, more flights can be flown each day. Having more flights generates more revenue, so that Southwest can offer lower fares. The goal of Southwest Airlines Company’s marketing communications is to offer a travel product that is built around flights targeted to specific demographics and ticket pricing that is simplified so that passengers know exactly what they are getting for what they pay. 2. How does the engaging and entertaining performance of Southwest flight crews contribute to promotion activities? Southwest...
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