Publications
Publications
- December 1974 (Revised February 1985)
- HBS Case Collection
Southwest Airlines (A)
Abstract
Southwest Airlines, a small intrastate carrier serving Dallas, Houston and San Antonio, begins service in 1971 in the face of competition by two larger, entrenched airlines. Improved quality service, lower prices, and innovative advertising and promotional strategy bring Southwest to the brink of profitability in early 1973, when its major competitor halves fares on Southwest's major route. Management wonders what response to make. Exhibits include cost and revenue data. Southwest Airlines (C), which may be used as an alternative to the (A) case, focuses on advertising and promotional strategy through June 1971.
Keywords
Citation
Lovelock, Christopher H. "Southwest Airlines (A)." Harvard Business School Case 575-060, December 1974. (Revised February 1985.)