Southwest Airlines (pp. 490–491)

1.       What is the product and service model of Southwest? Who is their primary target market, and how is Southwest positioned with this group?

2.       What is the pricing strategy of Southwest compared to other airlines? Is this a differentiating factor?

3.       What risks does Southwest Airlines face both from a macro and micro environmental standpoint?

4.       Can Southwest continue to thrive as a low-cost airline when tough economic times hit or as other airlines mimic its business model?

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