Southwest Airlines Chairman, President, and CEO Gary Kelly, proportionately uses two different formulating business level strategies, low-cost and differentiation. Southwest Airlines has always focused on providing the lowest price possible to its customers. Even when Southwest Airlines had to raise its prices, they continue dominate in this market. Gary Kelly use Southwest Airlines low-costs as a way to gain a competitive advantage over other companies in its market. The differentiation strategy Southwest Airlines use is offering the expected which is different from other airlines. Gary Kelly use time-based strategies and low-cost strategies, with no more than peanuts and pretzels with a beverage during its flights.