This website uses cookies to ensure you have the best experience. Learn more

Marketing Mix Mkt421: Southwest Airlines Essay

1176 words - 5 pages

Marketing is a vital part of any business and is an integral component of selling any product. Whether the business is a small mom and pop operation or a world leader, marketing is a part of the business. Because there are many ways to fulfill the needs of the customer, a straight-forward approach is to consider the four "Ps" of the marketing mix. This paper will examine the marketing mix and give examples of the marketing mix as it pertains to Southwest Airlines.The four elements of the marketing mix are product, place, promotion and price. Product is the good or service sold to satisfy a customer's needs. Place involves all of the decisions required to make the product or service available in the target market, or customers, place. Promotion is the process of informing the target market of the product. Finally, the fourth element of the marketing mix is price. Price setting includes components such as analysis of price setting by the competition as well as analysis regarding acceptance or rejection of prices by the identified market (McCarthy and Perreault, 2002, pp. 48 - 50).The United States airline industry is very competitive. Following the attacks on September 11th, there have been several airlines that have gone out of business or have filed bankruptcy. Southwest Airlines has been able to stay in business and out of bankruptcy. "Southwest Airlines is the only major airline to be profitable for the past 20 years" (McCarthy and Perreault, 2004, p. 7). This is in part to their marketing department. Southwest Airlines is an airline with a creative marketing department.The airline industry in the United States has seen many changes of the years. In the early days of air travel, only the wealthy could afford to fly. Flying to a destination was a luxury and not a part of everyday life. Today there is a wide variety of airlines and appeals to a wide variety of consumers. Southwest Airlines distinguishes its products and services from the competition through its marketing campaigns. The Dallas-based airline carved its niche in short-haul flights with low prices, reliable service, and a healthy sense of humor (Armstrong, G & Kotler, P., 2005, p.318). This humor is a major theme in the marketing campaign. Southwest distinguishes itself as a "fun" airline, known for humorous in-flight commentary from pilots and cabin crew members (Armstrong, G & Kotler, P., 2005, p.318).Southwest has brought the place aspect of the marketing mix to all consumers. The place aspect of the marketing mix is where and when to deliver the product. Southwest Airlines uses various avenues for this. One area is providing an 800 number for the consumer to check pricing and availability. Another avenue used is the internet. Southwest Airlines has won several awards for their internet site. The internet site allows the consumer to visit Southwest from anywhere there is an internet connection. So, if you are at the library, office, internet café, or on a portable...

Find Another Essay On Marketing Mix MKT421: Southwest Airlines

Southwest Airlines Essay

2180 words - 9 pages New Heights. Direct Marketing. 18-22. [ONLINE] Available: http://web2.infotrac.galegroup.com/itw/infomark/252/73/36123470w2/purl=rc1_EAIM_0_A53649655&dyn=22!xrn_5_0_A53649655?sw_aep=vol_b92b (December 1998) Southwest Airlines Co. (2002). Southwest Airlines Annual Report [Page of southwest airlines.com], [ONLINE]. Available: http://southwestairlines.com/investor_relations/swaar02.pdf [2003, April 9] Southwest Airlines Co. (Feb 18

Southwest Airlines Essay

2383 words - 10 pages year programs, and post photos of outstanding employees. Supervisors can also schedule parties to celebrate excellent performance (Incentives: An Essential Part of the Mix, 2005). Recommendations for Southwest Airlines Cross-Training Employees Southwest employees are encouraged to spend the learning other positions within the company. Southwest’s goal of such cross-training is to promote a better understanding of overall operations. The

SWOT Analysis: Southwest Airlines

1851 words - 7 pages look at Southwest Airlines' website (www.southwest.com) reveals an expansive look at a company dedicated to customer service. From the booking opportunities to the ability of being able to access the customer service commitment Southwest has made itself into a customer friendly company. Even the company's stock ticker is listed as LUV as in customers "luv" Southwest Airlines. This is not just clever marketing but it also holds true in its business

Southwest Airlines positions itself as a different class of airline by having the most generous frequent flyer program of all major carriers

538 words - 2 pages Southwest Airlines is the nation's leading, and largest, low fare airlines. Southwest Airlines positions itself as a different class of airline by having the most generous frequent flyer program of all major carriers. Southwest Airlines marketing campaign emphasizes the company's role in keeping fare prices down and its quality of service. This strategy is already being imitated by other airlines, such as Continental, United and Delta, which

Southwest Airlines Case Study

1119 words - 4 pages BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and Comments. 11th Edition.Southwest AirlinesSouthwest Airlines employees came together in late January 1995 for their weekly Tuesday meeting. A main topic of discussion was the competitions between Southwest airlines and "Continental Lite" and "Shuttle By United". As they were beginning the meeting a staff member advised the team of two changes "Shuttle By

Overview of Alaska Airlines

1281 words - 6 pages on passenger enplanements at Seattle, Los Angeles, Portland and Anchorage airports. Southwest Airlines, JetBlue Airways, United Airlines, Delta Airlines, US airways, American Airlines, Virgin America and Allegiant are Alaska Air’s main competitors. (AAEN, 2006) Service Alaska Airlines continually prides itself on the quality of its services. The airline Quality Rating, published annually by the University of Nebraska Omaha Aviation Institute and

Case Study Analysis of Harley Davidson Inc

2427 words - 10 pages is avenue that of marketing that SWA emphases and delivers on. Southwest airlines therefore deliver on the customers expectations, which is root of what all customers want. SWA also takes pride in unorthodox leadership structure and has a major emphasis on FUN! The Structure is an upside down pyramid style that has the front line employees on the top and the executive leadership on the bottom.SWOT AnalysisStrengths/Weakness* Lowest Operational

The History of Southwest Airlines

3902 words - 16 pages city, Southwest launches an extended public relations program that emphasizes community relations, special events, and direct marketing. The intent is to build awareness of Southwest Airlines and make it a part of community even before service starts to the city. For example, in 1993, Southwest Airlines used baseball theme to enter the Baltimore market, because the city was hosting the All-Star game that year. Although other airlines have

Southwest Airlines, case study

1313 words - 5 pages , ticket-less travel, and point-to-point service. The core of Southwest's marketing strategy is the short-haul domestic route. An average trip of 394 miles that last about an hour allows airline to be at or near top in periodic measures of on-time performance. Southwest serves airports that are readily accessible, rather than large, crowded international airports. Low fare airlines compete in the segment of market that accounts for approximately 40

Southwest Airlines

3567 words - 14 pages consumer), B2B (business to business), C2C (consumer to consumer), and C2B (consumer to business)."Business to consumer is perhaps the most recognized form of e-commerce to the average consumer. Matching the site to the customer's needs is the key ingredient for this type of marketing and business mix. Business to business commerce is changing the relationship between suppliers and customers in monumental ways as it actually surpasses B2C commerce

Southwest Airlines' Success

697 words - 3 pages -to-point system meets customer needs in more direct and short flights. Out of all airlines, only Southwest was awarded the airline industry’s “Triple Crown” for having less delays, minimum compaints, and the fewest cases of lost laggage. From the marketing point of view, the Southwest has been influencing the market prices. If Southwest establishes a new route, other airlines have no choice, but lower their ticket prices and increase flights frequency for the same route. “Like Toyota in the 1980s, Southwest has demonstrated its ability to outperform the rest of the industry and can no longer be ignored”, (Gittell, 2005).

Similar Essays

Marketing Mix Essay

1177 words - 5 pages the marketing campaign. Southwest distinguishes itself as a "fun" airline, known for humorous in-flight commentary from pilots and cabin crew members (Armstrong, G & Kotler, P., 2005).Southwest has brought the place aspect of the marketing mix to all consumers. The place aspect of the marketing mix is where and when to deliver the product. Southwest Airlines uses various avenues for this. One area is providing an 800 number for the consumer

Marketing Mix Paper

1543 words - 6 pages airline. For many people the cost of the ticket is a major factor in determining which airline to fly. This has been backed by many polls taken over the years. In order for Southwest to make the pricing element of the marketing mix, Southwest needed to streamline its operations. The way Southwest lowered their cost without slashing service or quality was to use a single type of aircraft, "Boeing 737s; all equipped with the same flight instruments

Southwest Airlines 2004 Case Study Report

2289 words - 9 pages ticketing website, and it quick and smooth check-in procedures.All CEOs have resisted the temptations to expand too quickly into its current market and into international and transcontinental markets. This has allowed Southwest Airlines to concentrate and maximize their strategic position and marketing plan and steadily grow into a region consisting of fifty-eight cities.Management made a risky decision in eliminating the "frills" in airline travel

Southwest Airlines: Staying On Course Through Turbulent Times

3284 words - 13 pages of airlines that appeal to a wide variety of consumers. Southwest Airlines distinguishes its products and services from the competition through its advertising campaigns, creative pricing tactics, innovative distribution methods and its well known brand triggers ("ding" You are now free to move about the country).Humor is a major theme in the marketing mix. Southwest distinguishes itself as a "fun" low-cost airline that is great to work for and is