Southwest Airlines, a small domestic carrier serving Dallas, Houston and San Antonio, began service in 1971, the competition at two more entrenched airlines. Improved quality of service, low prices, and innovative advertising and marketing strategies bring the southwest to the verge of profitability in early 1973, when his main rival half fares on major routes in South-West. Management wonders what response to make. Exhibits include cost and revenue data. Southwest Airlines (C), which can be used as an alternative to (A) case focuses on advertising and promotional strategies to June 1971. "Hide
by Christopher Lovelock Source: Harvard Business School 26 pages. Publication Date: December 1, 1974. Prod. #: 575060-PDF-ENG
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