Literature review
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The research signifies the important of clear positioning in the minds of the customers and that special attribute takes the brand further into higher net profits and customer retention. Positioning itself as the lowest air fare provider of all and also proving it to the customers, Southwest airlines gained the trust of the customer along with increasing profit margin via magnificent marketing strategy. Even during the 2008 recession in US when the airlines were going into loss, Southwest was the only one which made a profit. With a market share of 18.4% being the second highest, it has gained a great position in the minds of the customers. Its strategy and the goals are very vibrant to the public from its low-fare statement. REFERENCESCITATION Sin15 \l 1033 : , (Sinha, Cadeaux, & Bucic, 2015), CITATION Daw15 \l 1033 : , (Dawar & Bagga, 2015), CITATION Nun13 \l 1033 : , (Gustavo, 2013), CITATION Jen15 \l 1033 : , (Jenkins, 2015), CITATION Mar09 \l 1033 : , (Isoraite, 2009), CITATION Har00 \l 1033 : , (Harvard Business School, 2000), CITATION Hea13 \l 1033 : , (Healey & Gomez, 2013), CITATION Jor15 \l 1033 : , (Brian, 2015), CITATION Bai14 \l 1033 : , (Baines, Fill, & Page, 2014), CITATION KSN15 \l 1033 : , (KS, 2015), CITATION Aam15 \l 1033 : , (hasan, 2015), CITATION Omo16 \l 1033 : , (Icha, 2016), CITATION Mas15 \l 1033 : , (Albiman, 2015), CITATION Lio15 \l 1033 : , (Souza, 2015), Download 80.8 Kb. Share with your friends:
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