Business Plan Outline
baal
SOUTHWESTAIRLINES.docx|
SOUTHWEST AIRLINES - HawaiiCLASS |
Notes |
|
Executive Summary |
|
|
Current Marketing Situation |
SWA has connecting flights to Hawaii that are served from Dallas and other major cities. The flight to Hawaii is like most others, crowded and at capacity. |
|
Market Description |
Price sensitive |
|
Product Review |
|
|
Competitive Review |
United, Delta, and American are the major domestic competitors |
|
Distribution Review |
|
|
SWOT |
|
|
Strengths |
|
|
Weaknesses |
|
|
Opportunities |
|
|
Threats |
|
|
Objectives and Issues |
Develop a first class flight at a lower cost. |
|
Marketing Strategy |
|
|
Positioning |
|
|
Product Strategy |
Reduce number of seats in the plane for comfort and atmosphere |
|
Pricing Strategy |
Not the most expensive and not the cheapest |
|
Distribution Strategy |
Offer prime flights to frequent SWA customers |
|
Communications Strategy |
Frequent flyer emails, terminal displays, in flight marketing and corrependence |
|
Marketing Research |
Internal data and competition data |
|
Marketing Organization |
|
|
Action Programs Metrics |
|
|
1st Quarter/Year |
Offer flights to preferred customers |
|
2nd Quarter/Year |
Measure sales data |
|
3rd Quarter/Year |
Expand offering to full market |
|
4th Quarter/Year |
Increase number of flights to Hawaii |
|
Pro Forma Budgets/Financials |
|
|
Additional Controls |
|
|
|
For this assignment complete a similar chart and then write an Executive Summary of the idea. You will video your presentation of the Executive Summary in the final assignment.
