4.3 – Group Case Study: Section 4, Case Group A, Case 2: Southwest Airlines 2011
Using the outline you developed in Module 2 (your group may modify the outline as required), and the information you have covered in the first four modules of this course, examine the following case from your Marketing Management textbook:
Section 4, Case Group A
Case 2: Southwest Airlines 2011.
This case will provide you a historical perspective of Southwest Airlines’ market position, competitive rivals, and new expansion opportunities.
Make sure you include the following:
Analyze the current competitive marketing environment since the acquisition of AirTran. How has the communication channels of Southwest’s new brand worked? Is having two websites (www.airtran.com and www.southwest.com) an example of integration communication marketing? Provide examples of how brand image is communicated to customers (e.g. websites, frequent flyer programs, advertising, promotions, etc.).
Analyze how Southwest has differentiated its Air Tran services with Southwest services. Do they have the right communication mix? Support your position with articles, testimonials available online, and your opinions as you review web material and other communication information about the company (and its services).
How will Southwest best serve its expanded flight routes to target markets in the future? How you would design their overall promotion mix to new cities (or perhaps countries)? Provide some creative examples that you discussed as a group.
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