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Southwest Airlines: How One Airline Positions Itself in a Competitive Market.
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BUSINESS AND SOCIETY (BUS105) Southwest Airlines: How One Airline Positions Itself in a Competitive Market Kimberly R. Stokes Unit 4 - Marketing Instructor: Guido Fiermonte January 31, 2004 Southwest Airlines (SWA) has positioned themselves as a "different" kind of airline by following this one simple notion from Rolling King and Herb Kelleher: "If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline." (www.southwest.com). With more than 2800 daily flights, SWA has become the third largest major airline in America, flying more than 64 million passengers a year to 58 cities all over the Southwest and beyond. How has SWA exemplified this "difference?" Well, SWA's mission statement, for instance, includes not only the customers but their obligation to their employees as well. To their customers:...
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