Blog Post #4: Southwest
The airline industry is one of the most competitive and unpredictable industries that exists. It's an industry made up of many companies all jockeying for the largest market share possible all while facing a variety of unpredictable variables that carry huge consequences or rewards. Fluctuations in the prices of commodities such as oil, changes in travel behavior, gate costs, performance, you name it, someone at Southwest is worried about it and on alert 24/7.
https://www.google.com/search?q=cartoon+walking+a+tightrope&source=lnms&tbm=isch&sa=X&ved=0ahUKEwirrqy21q7LAhVD2R4KHUw_AjEQ_AUIBygB&biw=1174&bih=659#imgrc=ipvzvo2dnpRrLM%3A
With hundreds of competitors internationally and many domestically as well, it's a wonder that carriers are able to compete non-stop on all fronts without interruption. Airlines are fixated on finding a competitive edge over competitors at all times. One way to do this is to offer flights to as many destinations as possible. Southwest grew its list of destinations from none, first to three in Texas, and now to 97 across the country and into several other countries. When services were first being offered through Texas, getting around the state was easier by flight than by car. As a side note, a bit of marketing genius was displayed by Southwest during this earlier time; bumper stickers that said "Fly Southwest. Herb Needs the Money" were plaster on cars all over the state.
https://www.google.com/search?q=southwest+destinations&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjX3peW167LAhXLXR4KHYHTBg4Q_AUIBygB&biw=1174&bih=659#tbm=isch&q=southwest+destinations+2016&imgrc=1xg81_bqmguGLM%3A
In order to grow the company Kelleher had to fight for rights to gates at airports across the country. Legal battles have been fought at every turn all in an effort to make the list of destinations offered a little bit longer. These battles are especially impressive when we look back to when the company was first starting out and played the role of an underdog. Kelleher, a law school graduate, was faced with legal battles every time he wanted to use a new gate. Larger competitors would understandably try to make it as difficult for Southwest as possible, but there wasn't much that could deter the drive of a leader like Kelleher.
As the companies list of destinations grew, the success that came along had much to do with the way the company was led, particularly in how the messages and attitudes projected through marketing appealed to the everyday individual. Average people could side with a service that was presented in a way that was affordable and informal. The combination is what make southwest different than competitors who are a little more tense or formal. Now, as Southwest has developed, its business platform and informal appeal help carry it forward as the brand becomes more accessible to a larger number of people. Keep in mind that the company is now the largest domestic carrier.
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