Introduction
Southwest Airlines is known to be the largest airline in United States. It is based in Dallas. This airline is also the largest in the world. This is in relation to the number of passengers that it carries. This paper is a discussion of the seven Ps in relation to southwest Airlines. There is also a clear elaboration of this airline in relation to R.A.T.E.R model.
Marketing mix in most cases comprises of activities carried out by an organization in order to market it. This is in order for the organization to fully meet the target market’s needs. This also enables organizations to meet its objectives in the marketing sector. There are seven factors of the marketing mix that are very essential. These have been considered in Southwest airlines. They consist of product, price, place, promotion, physical layout, processes and provision of customer service. (Kotler, 2005)
7Ps
Southwest Airlines uses various means of promotion in order to reach their target customers. They include advertisements that are made over television and in radios. This airline also has magazines through which it advertises itself. Southwest Airlines also highly carries out promotions through internet advertisements. This enables it to reach out to many customers.
The other factor is price. This is one of the major factors that the marketing team in southwest airlines considers. This airline is known to provide transport services at very fair prices. The prices that are used has also enabled Southwest airline to penetrate the market. The cost of traveling using Southwest airlines is quite affordable and this makes it very easy for many people to use the airline. Research shows that it is highly used by both middle and low income people.
Place is a very important factor to be considered when carrying out marketing. Analysis of Southwest airlines shows that this Company has highly considered this factor therein. This factor enables the service to be easily accessed by its target customers. In this relation, Southwest Airlines has ensured that it has opened many airports. This enables the Company to be very close to its customers. This also means that target customers of Southwest airlines can easily access its services. The airports include Las Vegas, Chicago Midway, Phoenix, Baltimore/ Washington, Houston Hobby, Oakland, Dallas-Love Field, Los Angeles, Orlando and San Diego among others.
The people factor is considered in Southwest airlines. The airline ensures that customers both middle and upper class status target groups are adequately served. This is through making their services easily accessible to these groups of people.
Physical layout in Southwest airlines has highly been considered. This is to make it appealing to the customers. The aircrafts are very spacious and well designed. Southwest Airlines has got very stimulating and attractive environments. They include departure lounges that are very stimulating and they have various activities that are very attractive to people of all ages. This includes places for young children to adequately enjoy themselves. (Maxwell, 2007)
Southwest Airlines has also considered the provision of customer service therein. This airline ensures that every telephone call to the Company is well received. The customer car department has very polite personnel that answer questions from customers very politely. This has made this Company to be very prominent and one that is preferred by many passengers. The personnel clearly understand that the face to face interactions with the customers are part of marketing. They therefore ensure that they use courteous language in their interactions. This has made very many customers to be loyal to Southwest airlines.
There are also various processes that are considered within Southwest airlines that are part and parcel of the market mix. Southwest Airlines has put in place different processes that are in charge of handling customers complaints. Other processes include those in charge of handling orders and those that clearly identify the needs of their customers. This enables this Company to be far ahead of its competitors.
R.A.T.E.R
The RATER model is highly used to find out customers’ expectations about a business. This model is mostly used in the entire structuring of customer research. RATER simply refers to reliability, assurance, tangibles, empathy and responsiveness.
Reliability is a factor that has been considered in the entire service delivery of Southwest Airlines. Southwest Airlines Company ensures that it delivers the quality services that it promised its customers. This is carried out under all the required conditions each and every time. The service provision of Southwest airlines is quite dependable by its customers. It is also very consistent and time conscious since delays are very minimal. (Maxwell, 2007)
Assurance is also part of the qualities that are considered in Southwest Airlines. This airline ensures that it employs qualified personnel. The Company has a very strict recruitment process that is adhered to by the management therein. This makes the staff have the skills and the knowledge that are required in the service delivery. The staffs in Southwest Airlines have confidence, they are trustworthy and highly esteem customers.
Tangible is also another factor that is normally considered in RATER model. There are various tangibles that have been incorporated in Southwest Airlines. They include quality equipment, the physical facilities and also the employees. All these enable the airline to effectively provide transport services to customers.
Empathy is an aspect that is part and parcel of Southwest Airlines. The personnel in this airline understand customer’s situations and needs. They ensure that the services they provide are quite appropriate to the customers. In this case, the individual needs of the customer are met by the staff. Employees ensure that their communication to and with customers is timely, clear and appropriate. They provide customers with attention that is individualized in nature.
In responsiveness factor, the employees ensure that they provide assistance to customers promptly. The support staffs are quite willing to help customers irrespective of status or age. Due to organizational training, the employees in this airline resolve any problem that customer has effectively. (Kotler, 2005)
Conclusion
Southwest Airlines is one of the best airlines in United States. The 7ps are highly considered by the marketing team therein. They include price, place, people, promotion, process, provision of service and physical layout. These enable the Company to serve its customers effectively. The RATER model is also considered in Southwest Airlines. This includes reliability, assurance, tangibles, empathy and responsiveness among other factors. The incorporation of 7ps and RATER model has made this airline successful.
Reference:
Kotler, P. (2005): Principles of Marketing; New York; Melbourne Press
Maxwell, M. (2007): Marketing in SW Airlines; retrieved from; http://www.southwest.com; accessed on 5-02-08