The marketing mix of the firm in a large part is the product of evolution that comes from day to day marketing, the mix represents the program that a management evolved in the ever challenging market (Bordern, 1994). This paper will study the world -known and reputable airline company, Delta Airlines to approach the context of marketing of the U.S Airline Industry. In the U.S Airline industry,
Southwest Airlines is known as the nation’s low fare airlines and high customer satisfaction airlines. Southwest airlines have the fewest complaints among the all other airlines. By using the single type of aircraft, Southwest airlines capitalizes on low cost advantage which allows for simplified scheduling, operation and maintenance. Southwest Airlines is investing significant money for facilities, equipment’s and technology to proficiently handle clients like tickets, things' labels and the desktop application named as DING is introduced to alerts the customers about their exclusive deals. It becomes the first airlines which starts the websites and becomes the number one airline website for sales and revenue.
Introduction Southwest Airlines is the world’s largest low-cost airline.  It is headquartered in Dallas, Texas. The US airline operates more than 3400 flights every day. It has nearly 46000 employees and services 93 destinations in 41 US states and abroad.  It was founded by Rollin King and Herb Kelleher in 1967 and its current CEO is Gary C. Kelly.
In general Airline industries continues to facilitate through international investments, various world trade and majority of tourism. The Airline industry’s over-all profits are seen mainly in their economic growth and world trade. In the 1990’s, the airline industry was struggling due the current era’s world recession and the Gulf War had effected oil prices which effected gas prices. The passenger rates of international airfares dropped substantially in 1991, the loss of travel during the Gulf War effected global tourism. The imporatance of Stakeholders in the Airline industry pays big dividends in the success of air
Southwest uses a triple bottom line approach that takes into account “carrier 's performance and productivity, the importance of its people and the communities it serves, and its commitment to efficiency and the planet” (Southwest 2014). This approach has allowed them to be profitable for 41 consecutive years. Beginning in 1971 with its first flights Southwest started a new period of affordability in air travel that has even been described by the U.S. Department of Transportation as “The Southwest Effect” (Southwest 2014). Southwest makes the lowering of fares and passenger fees a very high importance. They allow passengers to check their bags for free and even change flights without a fee, a small difference in might apply.
To achieve its profoundly aggressive position, Southwest Airlines has concentrated on four primary methodologies: being minimal effort, representative driven, future-minded, and separated. Southwest is an ease aircraft that spotlights on quick, nitty gritty administration. It has never served suppers, does not have propelled seat reservations, and flies just Boeing planes. These choices have offered Southwest some assistance with being adaptable notwithstanding the late abatements in plane travelers brought about by the 9/11 terrorist assaults and the world financial emergency. The organization did not need to roll out the radical improvements found in its rivals ' administrations on the grounds that it was at that point working as an ease
Southwest Airlines is a major airline company that provides air transportation in the United States and nearby international markets. Founded in 1967 by Rolling King and Herb Kelleher and commenced service on June 18, 1971, with three aircrafts and 25 employees with flights as low as $20 one-way fares to Dallas, Houston, and San Antonio. Southwest has been ranked #8 in Fortune’s list of World’s Most Admired Companies for 23rd consecutive years. In its 47th year of service, Southwest Airlines continues to provide exceptional customer service delivered by more than 55,000 employees topping 115 million passengers annually. Southwest Airlines serves 100 destinations in the United States and operates international flights to Mexico, Latin America, and the Caribbean.
In the current competitive business environment, a major challenge that can be faced by an organization which follows the principles of servant leadership is the commitment to its employees, that is hiring the best and retaining them. In the case of Southwest, the company have invested greatly in cross training employees so that employees can chose their career according to their aptitude. For instance, cabin crews have taken the post of cabin design engineers. The company believes that when its employees are treated with trust and respect, it can reflect on how the employees treat their customers. This have been a great advantage for Southwest throughout the years when other airlines were
As of November 2015, Southwest Airlines has scheduled service to 97 destinations in 40 states, Puerto Rico, and abroad. Their vision is to become the world’s most loved, most flown, and most profitable airline. In order to accomplish its vision, Southwest needs every one of its executives, pilots, and employees to work together for a