Southwest Airlines Target Market: Elite Business Class Travellers

Many people know Southwest Airlines to be an air carrier friendly to the middle class. Commercials showing no baggage fees, low air fare, no cancellation fees, and no change fees are what this airline is most well known for. However, for a company to set itself apart from the competition it must have several and successful differentiation and positioning strategies if it wants to reach another target market. This essay will focus on how Southwest Airlines can be differentiated to target the elite business class travelers.

The first thing needed to be done to target to a new target market is by changing their product. To accomplish this Southwest first needs to change their product. Southwest Airlines only operates a fleet of Boing 737s; in order to catch the attention of the elite class Southwest needs to add a different line of aircraft such as the Boing 747 or Airbus A380. These aircraft are spacious which many elite class members want. They could also consider adding the new Boeing 787 with its improved technologies inside and out.

Although Southwest already uses promotion in their strategy, they need to target the market of elite business class travelers with new advertisements showing a new way of traveling, first class seating, and priority to the elite business class members. Another element that Southwest Airlines can use in their marketing to the elite class is the price. Many elite business class travelers already travel a lot so price most likely be a major factor. However, by combining low cost with business class benefits it would be more appealing over time. They might also consider adding a frequent flyer program for elite travelers to interest them in flying more.

Reaching the target market would be helping them reach their ‘targets’. Business travelers want to save time and get to their destinations quickly. So far the airline offers destinations to 91 different locations in 41 states. With this number growing means fewer layovers. This marketing element of place would be an advantage over other competitors because it saves time, which in a business man’s eye is money. For Southwest Airlines to target market elite business class travelers it needs to change its product by adding a more business type aircraft. They need to promote their product by adding frequent flyer programs and providing more direct destinations to travel to. By doing these things Southwest Airlines has a good shot at adding to their target market.