assignment

Case Analysis: Southwest Airlines (A)

Written report

Instruction: Please take your time to read the case thoroughly prior to answering the questions. For questions 2 to 4, try to use specific examples and details from the case to support your answers.

Your written report with answers must be TYPEWRITTEN and range TWO to THREE PAGES with a double space. You are welcome to discuss the case with classmates, but your written report is your individual work and should reflect your own thinking (If I find the same report, both of you will receive ZERO CREDIT).

Assignment Questions (25 points)

1. In the airline industry, what segmentation exists and how do customer needs vary by segment? –7 points

2. How well were Braniff and TI satisfying consumer needs in early 1971? In January 1973? –4 points

3. Evaluate Southwest‘s marketing mix. You may use traditional 4Ps.–7 points

4. An urgent meeting is called to discuss how to react to Braniff’s announcement. Suppose you are a member of the top management team of SW. What action would you like to suggest in response to Braniff’s announcement of a 60-day, half-price sale on the Dallas-Houston (Hobby) service? –7 points