What Is the Nature of Marketing Problem Facing Southwest Airlines in June 1971?
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1. What is the nature of marketing problem facing southwest airlines in June 1971?
Answer:
The nature of marketing problem that is faced by the Southwest Airlines in June 1971 is respect to the consumer satisfaction, where the interstate carriers just werent doing the job in this market. As Muse state that the Berniff referred to be the Worlds Largest Unscheduled Airlines so there exit the cancellation of flights and create difficult to get reservation on when they are in need, with it most of the local passenger remains without the seat. And therefore this shows the needs and wants of a particular consumer is not been satisfied.
During June 1971 the adopted Bloom Agencys advertising Campaign for southwest standout to be weak in operation so it broke and thereby it began with small teaser ads in the news papers, containing provocative headlines such as “The 48-Minute Love Affair”, and also the TV advertising was found to be so heavy. Under Southwest Airlines a special rush delivery service for packages is present and which it adds up to the actual expenditure of it. Problem regarding the fare, the southwest fare structure was not up to the satisfaction of the consumers this means that higher cost and expensive, so the airlines decided to scrutinize the fare structure and its relationship to cost and revenues.
The another problem faced by the Southwest is in regards to capital, where the company had limited in capital so the southwest had to raise capital in order to finance the startup expenses, for hiring and training of the employees for both flight and ground operation and moreover the lengthy period for the deficit operation gave problem for the Airline company.
2. What do customers look for in selecting airlines?
Answer:
Selection of Airlines would depends on how it satisfy of fulfil the needs and wants and also the expectation of the immediate consumers towards the product and services produced by the airlines company. Every business enterprise needs to focus on the taste and preferences of the customer if the enterprise wants to generate more profits in the long run.
So, in respect to the selection of airlines the consumers always look upon the lower priced services provide by the Airlines and which is also unique from other airlines which are all affordable for each and every consumers wants to act upon it. And services like low fares, fast ticketing, and inexpensive and facilities like good hospitality, availability of refreshment (drinks) and the feasibility of immediate reservation are been the most important thing that the consumer take in to consideration to select airlines. Moreover the consumers prefer only the good scheduled airlines which make them comfortable to take travel on time.
Most of the time the consumer used to look upon the new aircraft because while taking journey by new aircraft they tends to feel somewhat relax since they know that there is a less chance of developing mechanical problem and so they always prefer for new aircraft. Not only that the consumers, they go after the attractive hostesses, because they feel that attractive hostesses project out the dignity of the company. Moreover the consumers look upon the future prospects of the existing airline in respect to the competitive advantage that the airlines can able to hold and the improvement and the development that the airlines have a possibility to take in future and accordingly they act on it.
3. Evaluate the southwest airlines marketing mix?
Answer:
In order to satisfy the needs and wants of particular consumer in the most effective and economical manner, so every business enterprise needs to develop an appropriate and feasible marketing mix. According to the business context (Business Organisation and Management), Marketing Mix is said to be the term used to describe the four inputs which constitute the core of a companys marketing system, product, price structure, promotional activities and distribution system.
The very reason for adopting such marketing mix by the business enterprise is that,
This type of mix serve as a link between business