Read "Southwest Airlines: Case
Answer ONE of the assigned questions BELOW (1, 2, or 3) regarding this case.
Be sure to state not only the "What," but "Why" you think so. (DO NOT ANSWER QUESTIONS THAT ARE INCLUDED IN THE CASE - ANSWER ONE OF THE QUESTIONS BELOW.)
QUESTIONS (Answer ONE of the Following)
1. What was Southwest's initial target market when the company entered the airline industry in 1972? How - and why - has this changed?
2. What internal and external factors affect airline pricing decisions? What impact are these factors now having on airline pricing and profitability?
3. What has been Southwest's pricing strategy? What enables Southwest to pursue this marketing strategy?