Business Plan Outline essay paper
Business Plan Outline
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SOUTHWEST AIRLINES – HawaiiCLASS | Notes |
Executive Summary | |
Current Marketing Situation | SWA has connecting flights to Hawaii that are served from Dallas and other major cities. The flight to Hawaii is like most others, crowded and at capacity. Business Plan Outline |
Market Description | Price sensitive |
Product Review | |
Competitive Review | United, Delta, and American are the major domestic competitors |
Distribution Review | |
SWOT | Business Plan Outline |
Strengths | |
Weaknesses | |
Opportunities | |
Threats | |
Objectives and Issues | Develop a first class flight at a lower cost. |
Marketing Strategy | |
Positioning | |
Product Strategy | Reduce number of seats in the plane for comfort and atmosphere |
Pricing Strategy | Not the most expensive and not the cheapest |
Distribution Strategy | Offer prime flights to frequent SWA customers |
Communications Strategy | Frequent flyer emails, terminal displays, in flight marketing and corrependenceBusiness Plan Outline |
Marketing Research | Internal data and competition data |
Marketing Organization | |
Action Programs Metrics | |
1st Quarter/Year | Offer flights to preferred customers |
2nd Quarter/Year | Measure sales data |
3rd Quarter/Year | Expand offering to full market |
4th Quarter/Year | Increase number of flights to Hawaii |
Pro Forma Budgets/Financials | |
Additional Controls | |
For this assignment complete a similar chart and then write an Executive Summary of the idea. You will video your presentation of the Executive Summary in the final assignment.