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Southwest Airline Website Analysis

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Communication is a process in which organizational messages are deliberately generated and guided by organizational objectives. With this mind, explore Southwest Airline's Web site in depth:

Identify the overall message Southwest Airlines is attempting to convey to stakeholders.
Which stakeholders are targeted on this Web site?
Identify uses of marketing verses public relation functions with these stakeholders.
Do you feel that Southwest Airlines has successfully integrated their marketing communications? Explain why or why not.

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Southwest Airlines website analysis:
Identify the overall message Southwest Airlines is attempting to convey to stakeholders.

After an extensive review of the Southwest Airlines website, it is apparent that the company is sending a direct message to all of their website visitors that convey how the company values their customers. The customers are Southwest Airlines biggest stakeholders. Without their customers, the airline would become unprofitable as we have seen happen with numerous other airlines over the past decade. The message of Southwest is apparent on virtually every page and in every main content area of their website. Their message is simple: the company will continuously cater to every part of their customer's experience. Each area of their website builds upon this point. Each step in the entire consumer experience is made easier by the technology and services that Southwest has incorporated into their website for their main stakeholders - their consumers.

Which stakeholders are targeted on this Web site?

The customers are the main stakeholder group targeted on this site. There are a few reasons for this. The main reason is for customer satisfaction. The customer can come to their website and actually plan their trip, change their seating assignment, make reservations, and find links to Southwest partners for car reservations, hotel reservations, and other ...

Solution Summary

This solution analyzes the Southwest Airlines website with respect to its messaging and stakeholders in approximately 800 words.

See Also This Related BrainMass Solution

Strategic Choices - Official company website of Southwest Airlines

refer to attachment one

Visit the official company website of Southwest Airlines

Step One: Differentiation Strategies

If a company positions itself as offering a product or service that is different from its competitors in a way that customers value, it is following a differentiation strategy.

Quality Strategy. In this type of differentiation, a company tries to set it's product/service appart on the basis of superior quality It is probably the most widely used method of attaining sustained competitive advantage. Usually, quality means superior performance, and a primium brand as opposed to discount or economy brands. These top of the line offerings command a high price tag. However, quality does not always mean pricey. Both Mercedes and VW connote high quality German engineering.

Niche Focus Strategies

Niche or Focus strategies are really variations of a cost or differentiation (or both!) strategy, only concentrating the company's efforts on a single or limited product or market. By focusing its efforts, the firm is able to realize the following advantages:

Preemptive Strategy

By being the first entrant into a new market or business area, a firm can establish competencies or assets that competitors are not able to copy or develop on their own. The first-mover advantage can create high switching costs for customers, erect high barriers to entrance for competitors, and tie up contracts with suppliers. Thus, a pre-emptive strategy can confer SCA's from both internal and external sources.

Which of the four strategies discussed does Southwest Airlines follow? How do you know?

Step Two: Using the process you learned in the attachment, integrate this strategy with the strengths, weaknesses, opportunities, and threats. This should give you some specific actions the company is taking relative to their strengths, weaknesses, opportunities, and threats. These actions are referred to as "strategic choices." Do Southwest Airlinesâ?? strategic choices align with the firm's generic strategy? If not, what are the points of disconnect? You need to think critically about this step, no company achieves perfect alignment of its strengths, weaknesses, opportunities and threats with its chosen strategy. It is your job to uncover the discrepancies and problems.

Step Three: Identify any specific sustained competitive advantages conferred on Southwest Airlines by virtue of its strategic choices.
1) Discuss the effectiveness of Southwest Airlines' strategy in the light of its internal strengths and weaknesses, and external threats and opportunities.

2) Has the company created any sustained competitive advantages?

3) Identify any unaddressed threats or missed opportunities.

4) What can Southwest Airlines do to build on its strengths and shore up its weaknesses by altering its strategic choices?

5) Complete the paper by commenting on how your view of Southwest Airlinesâ?? vision and mission has changed or has been reconfirmed by this process of strategic analysis. Would you make any suggestions to revise the strategy, mission or vision?

Step Four: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as Southwest Airline's company consultant. This is a professional document. Follow the format below:
Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report.
Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.
Conclusion: Summarize your paper in light of your thesis statement.

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