Southwest Airlines

Essay

Read “Southwest Airlines:
Case” (POSTED ON Bb, ONLY)
Answer ONE ofthe assigned questions BELOW (1 , 2, or3) regarding this case.
Be sure to state not only
the “What,” but “Why” you think so. (DO NOT ANSWER QUESTIONS THAT ARE INCLUDED IN THE CASE -ANSWER ONE OF THE QUESTIONS BELOW.)

QUESTIONS (Answer ONE ofthe Following)
1. What was Southwest’s initial target market when
the company entered the airline industry in 1972? How- and why – has this changed?
2. What marketing environment factors have
affected the airline industry since 2001? How have these factors impacted Southwest AirIine’s strategy?
3. How is Southwest
differentiating and positioning itselfin the airline travel market? What enables Southwest to implement this marketing strategy?

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