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Supplement
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Reference no. 9-575-135
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 21 June 1984
Length: 15 pages
Data source: Field research
Topics: Advertising strategy; Competition; Cost accounting; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations
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Abstract

After 18 months of deficit operations, Southwest Airlines stands on the brink of profitability. Selective application of discount fares has contributed to a rapid growth in market share. Then, in February 1973, its major competitor halves all fares on Southwest's principal route. Management must decide how to respond. Exhibits detail Southwest's cost structure plus passenger and flight statistics for Southwest and competitors.
Location:
Texas
Industry:
Airlines
Size:
Small, USD6 million sales
Other setting(s):
1973
Teaching note
-
Reference no. 5-576-149
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1976
Version: 01 April 1980
Length: 14 pages
View full details
Case
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Reference no. 9-575-060
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 19 February 1985
Length: 26 pages
Data source: Field research
Topics: Public relations; Advertising strategy; Marketing strategy; Pricing strategy; Development stage enterprises; Competition
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
View full details
Supplement
-
Reference no. 9-575-061
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 1 December 1974
Length: 7 pages
Data source: Field research
Topics: Competition; Marketing strategy
View full details
Supplement
-
Reference no. 9-575-118
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 1 May 1982
Length: 19 pages
Data source: Field research
Topics: Advertising strategy; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations
View full details

About

Abstract

After 18 months of deficit operations, Southwest Airlines stands on the brink of profitability. Selective application of discount fares has contributed to a rapid growth in market share. Then, in February 1973, its major competitor halves all fares on Southwest's principal route. Management must decide how to respond. Exhibits detail Southwest's cost structure plus passenger and flight statistics for Southwest and competitors.

Settings

Location:
Texas
Industry:
Airlines
Size:
Small, USD6 million sales
Other setting(s):
1973

Related

Teaching note
-
Reference no. 5-576-149
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1976
Version: 01 April 1980
Length: 14 pages
View full details
Case
-
Reference no. 9-575-060
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 19 February 1985
Length: 26 pages
Data source: Field research
Topics: Public relations; Advertising strategy; Marketing strategy; Pricing strategy; Development stage enterprises; Competition
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
View full details
Supplement
-
Reference no. 9-575-061
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 1 December 1974
Length: 7 pages
Data source: Field research
Topics: Competition; Marketing strategy
View full details
Supplement
-
Reference no. 9-575-118
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 1 May 1982
Length: 19 pages
Data source: Field research
Topics: Advertising strategy; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations
View full details