| SOUTHWEST AIRLINES – HawaiiCLASS | Notes |
| Executive Summary | |
| Current Marketing Situation | SWA has connecting flights to Hawaii that are served from Dallas and other major cities. The flight to Hawaii is like most others, crowded and at capacity. |
| Market Description | Price sensitive |
| Product Review | |
| Competitive Review | United, Delta, and American are the major domestic competitors |
| Distribution Review | |
| SWOT | |
| Strengths | |
| Weaknesses | |
| Opportunities | |
| Threats | |
| Objectives and Issues | Develop a first class flight at a lower cost. |
| Marketing Strategy | |
| Positioning | |
| Product Strategy | Reduce number of seats in the plane for comfort and atmosphere |
| Pricing Strategy | Not the most expensive and not the cheapest |
| Distribution Strategy | Offer prime flights to frequent SWA customers |
| Communications Strategy | Frequent flyer emails, terminal displays, in flight marketing and corrependence |
| Marketing Research | Internal data and competition data |
| Marketing Organization | |
| Action Programs Metrics | |
| 1st Quarter/Year | Offer flights to preferred customers |
| 2nd Quarter/Year | Measure sales data |
| 3rd Quarter/Year | Expand offering to full market |
| 4th Quarter/Year | Increase number of flights to Hawaii |
| Pro Forma Budgets/Financials | |
| Additional Controls | |
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For this assignment complete a similar chart and then write an Executive Summary of the idea. You will video your presentation of the Executive Summary in the final assignment.
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