“Año del buen servicio al ciudadano”

FACULTAD DE CIENCIAS EMPRESARIALES

Curso:

Planeamiento y dirección de marketing

Profesor:
DE LA PIEDRA PORTELA, IGNACIO ENRIQUE BORIS

Bloque:

FC-PREINGMKT10B1N

Integrantes:

 a
 a
 a
 Carlos Alfonso Gómez Pérez

Lima – Peru

2017-02
 Caso Southwest
1. Hipótesis del Problema
2. Factores

2.1. Company Summery

2.2. Misión, Visión, Valores
2.3. Mercado
2.4. Marketing
2.5. Finanzas
2.6. Productividad
2.7. Procesos de producción
2.8. Recursos Humanos
2.9. Economía
2.10. Responsabilidad Social

3. Problema Real

Southwest Airlines keep a business model based on high levels of rotation and
maintaining low fares in the market by reducing cost with fuel efficiency and weight,
short travel distances, and reducing steps in all the travel processes from the buying to
the check in. However, although their success with the model, Southwest is also
reducing some services and touch-points with the consumers that turns on low value
perception because Southwest is perceived yet as a legacy airline instead of a low-cost
one, so the company is facing this problem of defining their identity and how is
perceived finally for the customers.

4. Alternativas o solución
In order to solve this problem and turn into the right direction, Southwest should begin
to change the consumer perceptions and making clear their business model thought
communication by tagging them as “the Quickest or the non-delayed airline” instead of
a cheaper/low cost or legacy airline:
 - Southwest could invest on advertising campaign to generate awareness with
message of their identity “the non-delayed airline” with massive TV spots

- The company should also works on integrated communication of marketing putting

effort in social media in order to generate word of mouth and active community

- Southwest needs to reintegrate some important points of touch with their

customers, at least physically in the airports in order to maintain a base quality of
customer service. Instead of reducing service, they could promote the usage of
their online tools to reduce steps for reservation, check in, and other processes

- Improve their app by adding features like a bring shared account for families where
they can access to their shared points and bundle rewards. Bring another feature
like information about money and time saving statistics.

5. Análisis de las alternativas o solución

6. Recomendaciones