Southwest Airlines University of Illinois at Springfield
Autor: Sadanand Patil • March 10, 2015 • Case Study • 2,398 Words (10 Pages) • 932 Views
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Situation analysis - Southwest Airlines
University of Illinois at Springfield
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By
Swaroop Oggu
Suyog Bansode
Sadanand Patil
Srikanth Yasa
Instructor: Dr. Jorge Villegas
Associate Professor, Business Administration
Ph.D. Advertising,
Feb 18, 2015
- The Products General Description
- Product
The product selected for situation analysis is Southwest Airlines Co. (Southwest Airlines).
- [pic 9] Category
The category of Southwest airlines is an Airline and it provides a service. The concept of ‘Low cost carrier’ or LCC is originated by Southwest airline in the United States.
- [pic 10] Description of product
Southwest Airlines Co. (Southwest Airlines or “the company”) is a passenger airline that provides scheduled air transportation. It primarily offers a low fare, point to point services throughout the US and near-international markets. Through its subsidiary, AirTran Airways, it offers hub-and –spoke service. It is headquartered in Dallas, Texas and employed 44,831 people as on December 31, 2013.
- Market segment
- [pic 11] Geography
Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or neighborhoods. Southwest does not currently provide international service; however, in April 2013, the Company began converting AirTran service to San Juan, Puerto Rico, into Southwest service, Southwest’s first scheduled service outside of the continental United States.
- [pic 12] Demography
Demographic segmentation divides the market on variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. Southwest Airline focuses on price sensitive customers who will forego meals and assigned seating for low prices.
- Competition
Southwest Airlines primary competitors are American Airlines group, Delta Air Lines, Northwest Airlines, JetBlue Airways, Alaska Air Group, SkyWest, and United Continental Airlines, among others.
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