An analysis of marketing and promotion practices adopted by the southwest airlines

Southwest Airlines by focusing on short and frequent flight and by doing tight cost control and by not spending anything on extra services, made Southwest one of the most successful and profitable airline in the U. S Southwest Airline was founded in by two persons.

An analysis of marketing and promotion practices adopted by the southwest airlines

Competitive positioning strategies Cost leadership The generic strategy adopted by Southwest airlines is cost leadership. The company offers low cost flights with no frills providing the most convenient way to travel between cities within miles range. The reason this strategy has been successful is because Southwest has found ways to cut costs.

Such ways are that Southwest airlines only uses one type of aircraft, Boeing in order to minimize the size of spare part inventories, repair experts, ensure proficiency in maintenance and simplify scheduling procedure.

One notable way of cutting cost that the company used was cutting fuel expenses.

An analysis of marketing and promotion practices adopted by the southwest airlines

Fuel prices had made fuel expenses rise from As a result, the company installed blended winglets on all the planes to reduce lift drag and allow planes reach flight levels quicker cutting fuel cost. New engines were introduced to which cut idle speed while on the ground.

The industry average is 40 minutes while at Southwest the average turnaround time is minutes. This enables the airline to have more flights without having to purchase more aircrafts.

An analysis of marketing and promotion practices adopted by the southwest airlines

Customer Intimacy Consumer intimacy is probably the core competency of Southwest airlines. Marketing, advertising and promotion strategies Southwest Airlines puts much effort into the adverts and promotions it makes in order to have the desired response from customers.

The company periodically launches national and local campaigns to communicate that they are the only company that does not charge for first and second checked in bags, not impose fees for change of travel schedules and offering a wide range of convenience for passengers such as in-flight internet service.

His competitive nature taught other human resources to be resilient during the tough times the company faced in the earlier years. The same spirit continues under the leadership of Gary Kelly who believes in treating employees right.

Southwest Airlines hires people with a great attitude and trains them on expectations of the company. Further, Southwest remunerates its employees better than others in the industry and takes pride in the low employee turnover it records.

Quantitative analysis of the company Operating Costs spotlight on fuel cost PREFACE to first edition. THIS BOOK was to be an autobiography.

I was made into a computer fifty years ago. I was the second scientist ever hired by IBM, and I watched the Watsons on Olympus, and Bill Norris and Ken Olsen and Gene Amdahl, and a thousand great commercial and academic figures. The key objective of this paper is to highlight the strategies of Southwest airlines that facilitated it to produce a successful model in airlines industr y that was benchmark for the entire world.

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