Southwest Airlines case study

Topics: Marketing, Positioning, Pricing Pages: 3 (1202 words) Published: November 13, 2013
Southwest Airlines (A) Case Study

1. In June 1971, air transportation was not seen to be the primary transportation tool because of all the time wasted from checking in, expensive price, and air time. Therefore, SWA was not only competing with other airlines, but also on ground public transportations. SWA had to come up with a marketing strategy that will convince people that they are different from Braniff and other airlines that were seen to be inefficient and poor punctuality. SWA utilize market positioning by evaluating all other airlines’ characteristics and where they are being position in consumers’ minds. Afterward, SWA had to create a new position that will be able to convince and persuade consumers. SWA strategically positioned itself to be the most obvious and fun airlines in comparison to others. This was the direction SWA went as they advertise and send out messages to the public. The primary factors positioning SWA were lowest fare, short haul, high frequency, point to point carrier, and fun to fly. SWA was able to crack the nature of typical airlines marketing problems by positioning itself to be more revealing and convincing to the general consumers. 2. The steps of purchase decision process are problem recognition, information search, evaluation of alternatives, purchase decision, postpurchase behavior. SWA recognized the problems in the existing airline service that were not met to consumers’ expectations. The purchasing process went as consumers first discover their need to find a transportation to get to the destination in a timely manner. Then they further look into the values, cost, and services of the existing options. Consumers then assessing the values to decide with one match with their intention the most and continue to look for alternatives. This is when product positioning will affect consumers’ purchasing decision. A good marketing strategy will attract consumers in doubts. Consumers then proceed to make the purchase. Lastly,...
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