United and Southwest: What a Difference

Paper Summary:

This paper contains a brief history of both Southwest and United and examines both airlines' marketing strategies. United, considered the leader of large domestic and international carriers has had problems deciding on which type of passenger to concentrate. The initial goal of Southwest has not changed in that they strive to become the major short-haul carrier and to offer fares below those imposed by the brand-name carriers. These two airlines provide a stark contrast in marketing priorities which are detailed in this paper. This paper also discusses the types of aircrafts both companies use, as well as relevant facts and details pertaining to the airline industry.

From the Paper:

"All major airlines now offer some form of electronic ticketing. For one thing, there is the convenience to passengers of not having to worry about "losing" a ticket. Information normally available on paper documents is stored electronically. Check-in, security, even customs procedures for travel using an electronic ticket are the same as for passengers with paper tickets. United explains, in its literature, that customers who use United and Air Canada electronic ticketing will have to check in with passport and the ticket receipt and, if booked by telephone, with the credit card used to purchase the ticket."

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