Marketing Mix South West Airlines

4459 Words18 Pages
Southwest Airlines: Marketing Mix. Table of Contents Executive Summary 3 Mission Statement 3 Product 4 Price 5 Place 7 Strengths 8 Weakness 9 Promotion 10 Threats 12 Comparisons 14 Conclusions 15 References 16 Executive Summary: Rollin King and Herb Keller started southwest Airlines in 1971. Lamar Muse was the first President. In 1978, Muse stepped down as President and Howard Putman was elected President and Chief Executive Officer (CEO). Herb Kelleher stayed on as permanent Chairman of the Board became (CEO) in 1982. Herb continued to serve as CEO until June 19th of 2001. He handed over the title of CEO to Gary Kelly whom had been the companies vice president. Herb continues to be the Chairman of the Board and Chairman of the Executive Committee of Southwest Airlines. Mission Statement: When the airline was first started, the goals were to get passengers to their destinations when they wanted to get there, on time, at the lowest rate and make sure they have a good time doing it. Today their mission statement strongly resembles that of the original ideas that the airline was started with. The statement reads, “The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Sprit." The company’s main goal is to become the largest airline carrier in the United States. Indeed, Southwest proudly proclaims, "We are a company of People, not planes. That is what distinguishes them from other airlines and other companies." In many respects, the vision that
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