![]() Southwest is the most popular domestic airline and carries the most number of passengers domestically. However cities closer to US should only be considered for such an initiation. (Kotler & Armstrong, 2008)Īnother product that Southwest Airlines can develop is start international tours at a low price using several connecting flights as a source to keep the costs low. The only difference between the two will be the level of service received for the business class will be better. For the ordinary people an economy class can be started which will be priced slightly lower than the business class. This will be a new product available to the huge number of business people flying regularly and might give them a sense of pride travelling in a different class to the ordinary people. One strategy that immediately hits the mind is starting a business class in their airplanes. ![]() Based on these criteria, the positioning map is made below (U.S. The two main attributes of the company are price and the other is frills attached within the flight. Other competitive advantages include just one type of plane for all flights the Boeing 737 series, point-to-point flying, simple in-flight service, and a relatively happier workforce (Brancatelli, 2008). More importantly, its exciting and friendly atmosphere is a significant competitive advantage that many of the other network airlines do not offer or cannot pull it off. It is a no-frills airline and in many cases, this works for Southwest as a competitive edge. It has also gained an edge in hedging its fuel needs better than the other airlines. Its major competitive advantage is its lower prices. However, they pay an extremely low price for getting to their destinations along with their luggage (Kotler & Armstrong, 2008). Passengers fly without luxury there is no food, no first class sections and no reserved seats. Therefore, it has positioned itself as the no-frills, low-price airline. It prices itself according to the service that it provides it is a low-price airline. But it also does not charge a high price. This means that Southwest does not offer much it’s a no-frills airline. The overall positioning strategy that Southwest has chosen for itself is the ‘less for much less’ strategy (Kotler & Armstrong, 2008).
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