Southwest Airlines

MKTG 2101 (Sec 002, 003 &005): Marketing Management

CASE 3: Southwest Airlines

DUE:

REQUIREMENTS

1) READ:        CASE 3:“Southwest Airlines: Waging War in Philly”; pdf posted on Canvas

+http://fortune.com/2015/09/23/southwest-airlines-business-travel

2) WRITE:      ANSWER QUESTIONS 1-3 (LISTED BELOW)
(DO NOT answer questions on the case pdf)

• Your written submission should NOT exceed two (2), double-spaced pages
• Use standard 8.5″ by 11″ size, double-spaced, 11- or 12-point font of your choice, and appropriate margins
• Include YOUR NAME, TUmail, Section #, and “ACTIVITY – CASE 3: Southwest Airlines” at top of page. DO NOT create a cover page.
• DUE: FRIDAY, MARCH 22, BEFORE CLASS; submitted on CANVAS

3) IN CLASS: BE PREPARED TO DISCUSS this case during class on

4) GRADE:     TOTAL possible = 2 Activity Points

• 1 Activity Point for completed paper submitted to CANVAS before DEADLINE
• Work that is incomplete or not submitted in proper form will receive a zero (0)
• Turnitin similarity score >50% will be further reviewed and may receive a zero (0)
• 1 Activity Point for Active participation during class Activity on day Case 4 is due

5) LATE:         PENALTIES FOR SUBMITING WRITTEN ASSIGNMENT AFTER DEADLINE

• −50% If submitted after DEADLINE, but BEFORE on
• −100% If submitted AFTER , @

QUESTIONS (Answer ALL 3 Questions)

1)   In what stage of the Product Life Cycle (PLC) is Southwest Airlines?  Explain why YOU think so.

2)   What marketingenvironment factors affect pricing in the airline industry?  How do these impact Southwest?

3)   What is Southwest Airlines’ pricing strategy?  What factors have enabled Southwest to pursue this strategy?