Southwest Airlines Program Formulation and Implementation just on Pricing and Product Strategies

Southwest Airlines Program Formulation and Implementation just on Pricing and Product Strategies Research Paper example
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Marketing
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According to Capon and Hubert (2007), Southwest Airlines is a US Airline company that was founded in 1967 in Dallas, Texas. Currently, it is one of the swiftest growing airline corporations in America and has been existent for 35 years…

Introduction

The customers pay for the basic transportation services and do not enjoy extra services such as movies and first class attendance. According to Reed (2006), Southwest airlines do not incorporate direct flights to locales outside the US in its flight program. Southwest was successful in establishing affordable prices, which would subsequently define its product of low cost transport. Their perception was to diminish their operational costs and replicate this benefit to the consumers by lowering the flight fee (Reed, 2006).Southwest Airlines did not completely abandon the first class flights but have the consumers an option of choosing according to an individual’s convenience. There was the option of exemplary service, that is, first class or that of basic transportation. This strategy enabled them attest to the demands of a large proportion of clients who were not economically capable of accommodating the extra services of the airline (Capon and Hubert, 2007). Southwest is definitely an attractive brand due to incorporation of convenient fares to its clients. According to Kim, Lee and Lee (2005), brand affiliation between the purchaser and the brand is essential in determining the success of the brand. If the producers are able to foster a trustworthy relationship with the client, it will guarantee success of the corporation. ...
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