Southwest Airlines Marketing Plan Report Essay Example | Topics and Well Written Essays - 3250 words

Southwest Airlines Marketing Plan Report - Essay Example The company encourages the employees to be creative in their own way while performing at the workplace. Goals and Objectives The company has the goal of ensuring that there is no compromise on the quality when the people fly in Southwest Airlines. The employees are to be trained in such a way that they always come forward to address the needs of the customers whenever required. Safety of the travelers during the flight time is also one of the aspects that South-western Airlines wants to ensure on a day to day basis. The company is popular for its low cost Airline services. South western intends to retain this strategy in the future course of its business as well. Thus it would want to increase the frequency of the flights and would try to maintain the prices at the low cost segment so that it is able to retain a larger market share (Lauer 218). SWOT Analysis SWOT analysis is an important marketing analytical tool that helps an organization to determine its key internal strengths, wea knesses and external opportunities, threats. Southwest Airlines is known as one of the leading low cost airlines. This part of the marketing plan will conduct a SWOT analysis for southwest Airlines. Strengths Southwest Airlines is one of the leading and successful low cost airlines around the globe. The organization implemented several key and effective business strategies in order to achieve potential competitive advantages and maximize the business profit. Marketing The organization has a strong General Counsel Department in marketing in order to review each and every marketing material in order to maintain potential target customer base. Effective promotional strategy helped the organization to create huge brand awareness among the target customers. Product The organization uses Boeing 737s as its products. The organization always tries to ensure the quality of the product. As all the planes are Boeing 737s; the turnaround, training and maintenance costs are contained. In additio n to this, the organization has no meals, central reservations, baggage handling and assigned seats (Gittell 137). Financial The financial position of the organization is quite strong with 3 billion US dollar in cash. The organization generates 716 million US dollar in free cash flow in the tear 2012. Figure 1: Free Cash Flow (Southwestonereport 33) In addition to this, the organization returned 422 million US dollars to its stakeholder. Technology Integration of advanced and modern technology increased the business perform ace of the organization. In addition to this, utilization of several modern technological equipments in each and every business operation process helped the organization to reduce its business operation cost. Management It is important for a service providing organization to ensure healthy work place environment in order to enhance effective business performances. Southwest Airlines has an effective, fun loving, strong and employee oriented culture that helps the organization to focus on several business aspects. Synergy Effective customer service helped the organization huge customer preference. 28 years of long reliable and safe operation increase the brand loyalty of the airlines. In addition to this, the route systems of Southwest Airlines have grown significantly. Effective environmental sustainability training program in employees program helped the organi