Introduction
One primary purpose of successful businesses is to determine the marketing mix that best satisfies the needs and wants of its customers most efficiently. Since the needs and wants of consumers, as well as environmental factors, continuously change, industries must make changes to their marketing mix to account for these changes. The marketing mix is a dynamic concept which includes the successful formula for marketing operations. The Marketing mix elements change and are inter-related per marketing conditions and decisions in one area always affect actions in others. The marketing blend is a set of manageable variables and an amalgamation of decisions from the four components; product, pricing, place, and promotion that a firm can use to convince the consumer to purchase their product over the competitions (Bhasin, 2018). In a competitive market, and comparing Quality and Price, Southwest Airlines are considered strong, as though considered very low in price when compared to other companies; it's still high in quality.
Product
Southwest Airlines is based out of Texas and offers domestic air transportation to passengers in the United States. Southwest offers short and frequent flights, the lowest ticket prices, and best amenities to the consumer that makes the trip hassle-free for its travelers than any other airline. Some of the services provided by Southwest to their customers include; 24 hours advance online check-in, no cost for two pieces of luggage, no charge for changing flights, free live television during trips, and this services Southwest refers to as "Transparency." Southwest devised "Transparency," treating their customers honestly is purposed to be the philosophical way of handling the customers. Low prices and fair treatment is one of the business, for promotion of the company’s products/services.
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Southwest Airlines is the leading airline's company based out of Dallas, Texas. It has one of the largest Boeing 737 fleet and also operates up to 4000 flights every day. "It was the first company to provide online booking of tickets, the first company to offer ticketless flights, the first airline to offer satellite-based Wi-Fi services, etc." (Bhaskara, 2014). Southwest also stands out as the flight with one of not only the lowest fares, but also does not charge for fees for changing flights, or for luggage, and has priority lane access and priority boarding.
The airline industry in the United States has been very competitive in the recent past. Due to the September 11 attack in the United States, a good number of airlines have gone bankrupt and run out of business. Southwest Airlines has been able to stay on top of the market. The Airline has been the only industry which has made a profit in the past twenty years. The success level of profit has been maintained due to the vigorous marketing strategy they had. A change that has been witnessed in the past year has forced the airline industries to change how they conduct their marketing strategy.
Place
Southwest airlines offer shorter distance routes, whereas the larger airlines focus on longer routes. Southwest operates on a point-to-point flight that leads to less turnaround time. Southwest Airlines also uses secondary airports that are less congested and operates in mid-sized cities to keep operations and expenses low. To lower the cost of a ticket for the consumer, Southwest gives discounts when tickets are purchased in advance, and for children and senior citizens. To retain its loyal customers and attract new customers, Southwest provides an excellent rapid rewards program. It also uses secondary airports rather than primary ones, as Secondary airports tend to be less crowded, which leads to lower expense and lower turnaround points for faster flights (Dozier, 2015). It also focuses on operating in mid-sized cities to keep the costs at a low price.
Price
Southwest has been included in the class of low-cost airlines. A research conducted by one of their teams found it necessary that the airline operates on low costs. Consumers considered price as a factor when choosing an airline to fly with. Airliners.net conducted a survey that polled 31% ranked ticket budget as the most significant factor to consumers when choosing airlines. For the price element of the marketing mix to remain substantiated, Southwest airlines revised its routines of operating. Southwest can offer cheap flights compared to its competitors. They do so by lowering flight fares. Southwest also uses only the 737 Boeings planes with similar plane gadgets. This helps them lower the costs and period of training new pilots and airport employees. By using similar flight instruments, management can be more flexible when it comes to working with the employees in the case that some are absent.
Promotion
Promotion is full of the last "P" in the marketing mix. There are various ways in which Southwest promotes its services. For instance, they air their television commercials during the most viewed hours like sports or favorite Tv series shows. Their commercials are normally humorous and up to date with their latest services, including offers. A most recent tool Southwest uses in marketing is called ‘Ding.' It is a software that can notify consumers on the latest services that Southwest offers. The software is capable of sending several notifications to the consumer within a day, or evenly throughout the day. This software uses an icon similar to the tail of Southwest planes at the notification tray of a user's computer. This makes it easily recognized and hence promoting services of Southwest. Besides, when a notification arrives on a special, the icon changes to a mail widget at the tail of the plane simultaneously producing with the ‘Ding' sound (Gallo, 2018). This is the same sound as the ones on the commercials and in the cabin of the planes themselves. When the consumer launches the software, or by clicking the icon, the software appears with the special and its related news. The specials are oriented to match the market demands based on the availability of time. Southwest has very admirable public relations that portray a good character of itself. It participates in various charities and has good relations with its employees. Its CEO also is an active volunteer to various charities and social events. All these charities establish a good reputation for the company, thereby helping in promoting it. Southwest is regarded as a good airline company because of its active participation in social affairs like these charities.
Conclusion
Organization's marketing strategy relies on these four elements. However, marketing is only one pillar of a business plan that an organization depends on for its progression. A company will continue delivering the best services and goods when they understand their consumers (Dozier, 2015). Moreover, this understanding will help it determine the materials and stuff it should pump in for quality production. Marketing should not overshadow the organization's departments, like accounting and production. It should only play the roles discussed above to ensure coordination within the various departments of the business. Likewise, understanding the other departments like production enables a balance between investment costs and the profits expected. Marketing plays an important role in a business, whether a small enterprise or a large on like Southwest airlines. A good understanding of the marketing mix will put the business in a better position to not only maximize profits but also compete comfortably.
References
Bhasin, H. (2018, January 09). Marketing Mix Of Southwest Airlines - Southwest Airlines Marketing Mix. Retrieved on June 30, 2019 from https://www.marketing91.com/marketing-mix-southwest-airlines/
Bhaskara, V. (2014, April 23). Southwest Airlines Opens for Business - Customers. Retrieved on June 30, 2019 from https://www.forbes.com/sites/airchive/2014/04/22/southwest-airlines-opens-for-business-customers/#47c3156329be
Dozier, B. (2015, October 02). Brand Positioning For Southwest and Competitors. Retrieved on June 30, 2019from https://barbradozier.wordpress.com/2015/10/02/brand-positioning-for-southwest-and-competitors/
Gallo, C. (2018, March 28). How Southwest Airlines Uses Emotional Storytelling To Connect With Its Customers. Retrieved on June 30, 2019 from https://www.forbes.com/sites/carminegallo/2018/03/28/how-southwest-airlines-uses-emotional-storytelling-to-connect-with-its-customers/#240ec8056eac
