Southwest Marketing Strategy
This is the first 1,000 characters of 1266 words (5.06 pages) in the essay titled Southwest Marketing Strategy
|Southwest Marketing Strategy
Southwest Airlines is the industry leader in low cost airfare. They began its operation in 1971 with three Texas based routes and began interstate routes in 1978. When Southwest entered the market in 1971 they employed a market penetration pricing approach. They wanted to provide the best service for the lowest possible price. They saw that if they cut out certain unnecessary benefits they could lower their ticket price to a level far below that of the competition. They do not have in flight movies, meals, or first class sections. This strategy has been very cost effective and Southwest passes the savings on to the customer. They chose to focus on pleasure travelers and low-income travelers opposed to business travelers. This allowed them to take advantage of a market, which was often ignored by other airlines.
Southwest is not concerned with the prices of other airlines. They do not engage in pricing to meet competition, or pricing below competition....
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