Assignments must be typed on standard 8.5³ by 11³ paper; handwritten assignments
WILL NOT be accepted. Papers
should be doubIe-spaced,11- or 12-point type (font of your choice), with appropriate margins.
Work that is incomplete or not submitted
in properform will receive a grade of zero (0).
Read œSouthwest Airlines: Case (in the file)
Answer ONE ofthe
assigned questions BELOW (1 , 2, or3) regarding this case.
Be sure to state not only the œWhat, but œWhy you think so. (DO NOT
ANSWER QUESTIONS THAT ARE INCLUDED IN THE CASE -ANSWER ONE OF THE QUESTIONS BELOW.)
DO NOT exceed ONE (1) double-spaced, typewritten
Be prepared to discuss your answer in class.
QUESTIONS (Answer ONE ofthe Following)
1. What was Southwest’s initial target
market when the company entered the airline industry in 1972? How- and why “ has this changed?
2. What marketing environment factors
have affected the airline industry since 2001? How have these factors impacted Southwest AirIine’s strategy?
3. How is Southwest
differentiating and positioning itselfin the airline travel market? What enables Southwest to implement this marketing strategy?