Problem:
Southwest Airlines marketing strategy realizes flourishing organizations select their strategic methodology utilizing a exchange process an important concept of (SWA) marketing mix in the short and long-term. Implementing this marketing mix must stabilize customer requirements and location in the marketplace. Southwest Airlines (SWA), one of the foremost lucrative local airlines, is a thriving example of significant distribution employee commitment and customer sustainability. "Its dedication to "warmth, friendliness, individual pride, and company spirit" (Southwest, 2008) makes SWA an exemplary case of customer management and relationship marketing in action." (Best, 2009).
SWA is an organization that facilitates cost-effective measures as a means to reduce overhead. Instead of utilizing the same strategies other airlines employ, the company relies on the abilities of their staff to amuse and entertain their consumers thus eliminating the bells and whistles that are often found in SWA's competition (such as meals, television, movies, alcoholic beverages, etc.). What sets the organization apart from the rest of the competition is their refusal to charge consumers unnecessary charges for changing their plane ticket for an earlier or later flight in the same day, whereas their competitors such as; Delta, for instance may charge a customer anywhere from $350-$500. " SWA, has staked its business model on a set of commonsense beliefs: that people pay to get from one place to another as quickly as possible, and that planes don't make any money when they are sitting empty at a gate.5 While this might seem obvious, consider that SWA was the only airline to make money in 2001."(Fiorino, 2004).