Read the case study, “Southwest Airlines,” on page 479 of your textbook. Once you have read and
reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. What is the Southwest business model and why is it so effective?
2. Is the “Continental Lite” and “Shuttle by United” achieving their objective of matching Southwest’s price and
3. Compile a comparative analysis of two competing airlines to Southwest with respect to service and price.
4. How might Southwest react to the changes discussed in the “Tuesday Meeting” (last couple of paragraphs of
Your paper submission should be a minimum of 3 pages in length. References should include your textbook plus a
minimum of one additional credible reference.
The text book I am using is: Strategic Marketing Problems (case and comments), Thirdteeth edition