Marketing Study of Southwest Airlines

... www.csupomona.edu/~lbabenes/ MBA/SouthwestMarketingStrategies.doc - Marketing Study Of A Paper Submitted in Partial Fulfillment of the Requirements for GBA 517 Essentials of Marketing Management At Cal Poly Pomona University Submitted by: Fiorello B. Abenes, Ph.D. Table of Contents Preface 3 Introduction 6 Company History 6 Regulatory Environment 7 Company Product 9 Target Market 9 Market Segment 9 Competitors and Competition 11 Product and Pricing 12 Product Positioning 12 Market Positioning Strategies 12 Marketing Strategies 14 Pricing Strategies 15 Distribution and Promotion 17 Product Distribution Strategies 17 Promotion Strategies: Marketing Mix 19 Frequent Flyer Awards 20 Advertising 20 Television Sports Advertising 22 Public Relations 24 E-Commerce Promotion 28 Internal Marketing 30 Conclusions 34 Reference List 37 Preface I chose to study the marketing strategies of Southwest Airlines (SWA) for this paper because I believe it is the best managed airline in the United States, if not the world. As a business student, stockbroker, and investor, I try to find companies in beleaguered industries that manage to do well in comparison to its competitors. By doing this, I hope to find business paradigms that help me in my MBA studies as well as find profitable investment opportunities for my clients. During the months following the terrorist attacks of September 11, virtually every

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