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Word Count: 539
Southwest Airlines is the nations leading and largest low fare airlines Southwest Airlines positions itself as a different class of airline by having the most generous frequent flyer program of all major carriers Southwest Airlines marketing campaign emphasizes the companys role in keeping fare prices down and its quality of service This strategy is already being imitated by other airlines such as Continental United and Delta which have been forced to bring their prices down for fear of having their market share grabbed by Southwest The campaign also stresses the high level of service quality offered by the airlines employees which explains the attractive rankings of Southwest in on-time service baggage handling and customer satisfaction surveys Not just low costs but low fares Every seat Every flight Every day Of course we could choose to charge high fares like our competitors But we choose not to -- our philosophy is Low Fares Customers know we are the low-fare carrier And that brand serves us well in todays difficult environment when as our Chairman put it We are all low-fare carriers Southwestcom Southwest Airlines respects its customers and believes that the more options or freedom to choose you offer your customers the happier they are in effect they maintains an open-seating policy customers may sit in any open or unclaimed seat Operating from Love Field in Dallas Southwest adopted love as the theme of its early ad campaigns serving love potions drinks and love bites peanuts Hoovercom Southwest used the word love as a promotional tool in the companys first advertising campaigns to highlight the frequency of flights The word love was also the word to describe the feeling behind their low rates good times free drinks and quality service motto as well as the theme of our Employee and Customer relationships LUV is also the companys stock exchange symbol selected to represent the hometown on Dallas Love Field Southwest promotes itself as
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