Professional Documents
Culture Documents
Group 7
Andrew Daley
Lydia Thankambaby
Megan Mugavero
Henna Kim
Nick Fu
Table of Contents
1
2
3-4
5
6
7-15
16-20
21
22
Cover Page
Table of Contents
Company Brief
Marketing Problem
SWOT Analysis
STP Analysis
Marketing Mix
Conclusion
End Page
Company Brief
Southwest Airlines was founded in Dallas, TX in 1967. It began based out of Love
Airfield, and had an early history of being a low cost airline in the Southwest region.
Flights out of Love airport were originally limited by the Wright Amendment, a federal
law that limited non-stop flights out of Love Airport to Texas and the surrounding
area. This was repealed in 2006.
Since the Repeal of the Wright
Amendment, Southwest Airlines has
expanded non-stop flights to airports
nationwide, and as of 2011 carries
more domestic passengers than any
other US airline.
Love Campaign
Marketing Problem
SWOT Analysis
S.T.P Analysis
Geographic Segmentation
New Markets
Recently acquired terminals
New York-LaGuardia
Washington DC-Reagan
Existing Markets
DFW, Houston, etc.
Demographic Segmentation
Families
Require more friendly and flexible
service
Single Travelers
On-time oriented
High income vs low income
High income less price sensitive
Low income most price sensitive
Psychographic Segmentation
Heart Lifestyle
Enthusiastic people who are
looking for a different, more
personable flight experience
People who are environmentally
conscious
People who appreciate charity and
philanthropy
May alienate more business
oriented individuals
Behavioral Segmentation
Marketing Mix
Price
Keep prices low, but increase
them if necessary to maintain
quality service.
Product
Maintain high standards as an airline
Never institute baggage fees
2 bags free per passenger
Keep employee benefits
Employees and families fly free/discounted
Continue to hire enthusiastic employees
Happy workers tend to make for happier
customers
Promotion
Direct promotions
local flyers and free promotional points
Conventional advertisements
Billboards, commercials,etc.
Place
Utilize online ticket distributor services
Travelocity
Orbitz
Expedia
Priceline
Conclusion
Southwest airlines already has the best service and
value in the industry, they simply lack the brand
recognition of larger firms
Aggressively promote Heart brand in new markets,
and offer promotions to begin building a strong
customer base
Maintain quality service in old markets while informing
the market of their new non-stop destinations and
competitively advertising perks that competitors lack (i.
e. baggage fees)
Thank you!