Southwest Airlines, the fourth largest airline in the United States, offers flights to 58 cities from the southwest and beyond. Annually serving over 64 million passengers, its pricing strategy is similar to that of Walmart and has allowed it to gain a significant market share. While successful, its global reach remains limited compared to Walmart's level of success. Throughout more than three decades, Southwest Airlines has implemented highly effective marketing strategies and teamed up with profitable organizations like the NBA - leading to the creation of Slam Dunk One, an NBA-themed aircraft launched in 2005.
Southwest Airlines has effectively reached out to minority groups, including African Americans, Hispanics, and women, through media campaigns that have been deemed successful by Churchill (2001). This marketing strategy has not only attracted minorities, but also budget-conscious businessmen and senior citizens of all races. The company
...boasts being the sole low-cost, short-distance, high-frequency airline in America that is enjoyable to fly. In fact, Southwest Airlines is distinguished for its in-flight humor as highlighted by Barlow.
Southwest Airlines has implemented various successful strategies to build brand loyalty among its passengers. One tactic is using unique and recognizable color schemes for its airplanes, which sets it apart from other carriers (Henderson, 1997). Additionally, the airline uses the word "love" as a promotional tool, which may seem unusual but has proven effective (Colvin, 2001). Southwest Airlines also ensures that its pricing strategy is to offer the lowest possible fare while maintaining profitability. Furthermore, in January 1995, the airline became the first major carrier to offer Ticketless Travel to all passengers.
Southwest Airlines has implemented measures to decrease its expenses and improve customer convenience. The compan
has achieved this through Ticketless Travel, which eliminates the need for passengers to carry physical tickets. Instead, passengers can present a confirmation number obtained through the airline's online reservation system. Furthermore, Southwest Airlines has introduced a ticket vending machine that is automatically operated to sell tickets at the airport.
Southwest Airlines is the first airline to offer ticket purchasing through the Automated Ticket Vending Machine (ATVM), which functions like an ATM. Passengers can swipe their credit cards and easily buy tickets by selecting their destination city. This gives travelers added convenience and makes Southwest Airlines a more appealing choice compared to other airlines that require online reservations or phone calls. Southwest Airlines also has a unique frequent flyer program called Rapid Rewards, which rewards passengers based on the number of trips taken rather than miles traveled, setting it apart from other airlines' programs. (Harrison, 1999).
According to De Lollis (2001), the program operates on the principle of "Three trips, and the fourth is free". This scheme attracts not only affluent passengers, but also those who choose the airline for its low fares. Southwest Airlines has used print and television ads to invite such customers to check out their website for the best deals. This strategy helps fend off competition from online ticket discounters, while ensuring that both affluent and less affluent sections of American society can travel with one of the best and cheapest airlines in the country. The enduring success of Southwest Airlines seems unstoppable.
There is potential for Southwest Airlines to become the US's biggest airline. To achieve this, the company should expand its target market and include major destinations worldwide. However, it is advised that
Southwest Airlines focuses on a few European and Asian destinations initially, before expanding further. The crucial factor for success is maintaining low costs.
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