Airlines

Marketing 310-41

May 11th, 2009

Case J

South West Airlines

Facts:

Product:

1. Round-Trip tickets that are sold by Southwest airlines and other competitors.

2. Airfares and other fee’s that is associated with flying these days.

Place:

3. At southwest.com, you can purchase your tickets are get rates from competitors.

4. Seats on airplanes that fly for southwest and other competitors.

Price:

5. Southwest airlines only charge you for your fare and have no hidden fees.

6. Other airlines chare you for your fare and have many other fees.

Promotion:

7. Southwest Airlines uses ads that promote their fare with no hidden fee’s.

8. By advertising this flyer, it makes it easy for the customer to consider southwest airlines over any other airlines because of the “free” that’s placed in all of the other fee boxes that are associated with other airlines.

Problems:

1. The fares and fees associated with this flyer are just an example and will vary.

2. By placing all other airlines in the “other airlines” category, this could constitute rights for other airlines to sue because some will offer no charges in certain categories or lower fees.

Solutions:

1. Southwest could change the “other airlines” category to a specific airline that charges all of those fees.

2. Southwest could also show where the flight was going and what time and date it is for to give the customer an honest example with no discrepancies.

3. Southwest should put a website address or citation to show where they got their information so the customer can see firsthand where the information came from.