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Southwest Airlines

Services Marketing Presentation Team 9
by

Christina Neubrand

on 6 February 2011

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Transcript of Southwest Airlines

Southwest Airlines Team 9: Jessica Yen, Roxane Pietro, Milena Liotard-Vogt, Lucrezia Picco, Axel Bernhard-Larson, Christina Neubrand Background Information 1967 Air Southwest Co. in Texas
First low cost carrier
Financial losses
1978 expansion
Airline aquisition: Morris Air, Muse Air & ATA Airlines
AirTran Airways acquisition in 2011
Corporate culture (Unions & Team spirit) Facts & Figures (2009) Passengers carried: 86 millions
3100 flights / day
72 destinations in 37 states
35 000 employees
Net income: 99 million
547 Aircrafts Service Category Brand Promise Low fares
Efficiency & quality
Fun and entertainment
Highest quality of customer service
Warmth and friendliness
Value for Price Strengths Excellent HR strategy
Unique business model
Customer service
Social media
Consistency in customer confidence Operation in US market only
Flight safety
IT infrastructure
Labour costs
Dependents on seat revenue Weaknesses Recommendations on Weaknesses International expansion:
Canada
Mexico & Central America

Diversify the segments
Create new services as alternative revenue center "The prices always
beat out competitors!" "...quality products,
quick turnaround, and
exceptional value..." Marketing Mix: 7 P's Product Base Product:
Actual flight
Peripheral:
Service at booking time
Service at check-in
In-flight catering
Derived
Merchandising Price Early booking
Packages
Southwest "Vacations"
Discounts
"DING"
Children policy Place Direct
Websites
Phone lines
Offices Indirect
Partners
Travel Agents
GDS (Galileo) Promotion Physical Evidence Plane
Uniforms
Souvenirs
Logo Process Service Innovation Thank you for your attention! Specially designed programs (baby boomers)
Special attraction for kids (toys)
Alliances with other companies
Target growing Hispanic population
Train employees for new market
Upgrades & early boarding privileges (business travelers) People Employees
Uniqueness
"Be Real"
Have fun "Employees with good
judgement, common
sense, think with their
hearts - human people
that care about others" References http://www.southwest.com/
http://www.cult-branding.com/cbprofiles/southwest-airlines-cult-brand-profile.html
http://www.management.travel/news.php?cid=Southwest-Airlines-Galileo.May-07.23
http://www.airlineroutemaps.com/USA/Southwest_Airlines_MDW.shtml
http://www.boeing.com/news/releases/2003/photorelease/q4/pr_031218h.html
http://www.viralblog.com/online-video/southwest-airlines-safety-instructions-rap/
http://www.collectable-merchandise.com/store/index.php?main_page=index&cPath=9_45
http://travel.booklocker.com/2008/07/08/second-best-airline-ad-ever/
http://aviationblog.dallasnews.com/archives/2008/04/when-southwest-airlines-wanted.html
http://www.swabiz.com/?int=GNAVHOMELOGO_SBIZ
http://www.blogsouthwest.com
http://www.youtube.com/user/NutsAboutSouthwest?int=GFOOTER-TOP-YOUTUBE
http://www.facebook.com/Southwest?int=GFOOTER-TOP-FACEBOOK
http://www.youtube.com/watch?v=Jy0Yf1CAsuQ
http://www.southwest.com/html/about-southwest/history/fact-sheet.html
http://www.southwest.com/about_swa/customer_service_commitment/customer_service_commitment.pdf
http://boldvision.typepad.com/.a/6a00d834fedead53ef011570bef83b970b-pi
http://www.docstoc.com/docs/16140611/Southwest-Airlines

Service Category Colleen Berret, President Honor Code

"As a student at the Ecole Hôtelière de Lausanne, I uphold and defend academic integrity, academic rigor and academic liberty as core values of higher learning. I attest, on my word of honor, that work submitted in my name is my own work, and that any ideas or materials used in support of this work which are not originally my own are cited and referenced accordingly." Customers
Education
Compliance
Full transcript