socialresponsibilities, long-term investment, and quality control. With this, we chose two more magazines('Chief Executive magazine' and 'Business Week') that had reliability in the field of economy.
Through these criteria, we chose Herb Kelleher, the leader of the Southwest Airlines.
Who is Herb Kelleher? - Profile
- Born March 12, 1931 in New Jersey, Haddon Heights
- Wesleyan Universi
Airlines. The new airline would be the largest carrier in the world. In September 2008 Delta and Northwest shareholders approved a deal. The following month, after the U.S. Department of Justice declared that it did not have any antitrust objections, Delta completed its $2.8 billion acquisition of Northwest.
● Current trends
- They use variety social network service program and global net
2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in i
Mission Statement
The mission of Southwest Airlines is dedication to the highest quality
of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.
“Everything Matters”
Intergrated Perspectives
Includes 4 main Marketing Strategy
In SWA’s Case
Provide Stable Work Environment
Equal Opportunity
Creativity & Inno
Airline's quality is based on safety and service, they have strong consciousness
(2) Management ideology
Customer's satisfaction with best safety and service.
Consumers' needs became more specific and competition is more intense. So they should think about customer's side and make consumer to be satisfied.
(3) Management philosophy
Social contribution with enlargement of emp