Management and Situation Analysis for the Passenger Airline Market Due to increased competition from other airlines such as JetBlue and Delta, who focus on the customer experience, both United Airlines (UA) and Southwest Airlines (SW) are reevaluating their corporate strategies to remain competitive in a crowded marketplace. United Airlines (UA) is one of the oldest and largest airlines in the world. Currently the airline is going through the process of upgrading its airplanes and merging with other airlines to retain its dominant position within the marketplace. In contrast, Southwest Airlines, which focuses on primarily domestic flights, has placed an emphasis on customer satisfaction and the ability to understand customer concerns in order
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For United, the current slogan has been used before and remains the company 's most prominent slogan that it has used throughout its history. While it has seen variations, such as "Let 's Fly Together," the current usage of its slogan hearkens back to its legacy, which is one value that many of its competitors like Southwest cannot provide. Thus, there is the value of the message itself in that it connects the act of flying with friendliness, but it also has the benefit of being a classic slogan that has been easily recognized for years. Because Southwest lacks United 's legacy, it takes a different approach: it intends to convey with its customer base that the values of the customer are also the values of the corporation. In this way, the Southwest slogan attempts to empathize with its …show more content…
While Delta Airlines falls even lower on the spectrum in both categories, notable for having some of the highest rates with the lowest quality of service, newer competitors like JetBlue and Southwest rank high in service and low in price, with Southwest achieving the best scores in both categories (Gursoy et al., 2005). This indicates that newer airlines such as Southwest and JetBlue have had to create aggressive strategies to compete with the legacy and brand recognition of other airlines such as UA, Delta and American Airlines (Detzen et al. 2012). While United has seemed to rely on its legacy alone to maintain its customer base, UA should adopt some of the strategies employed by Southwest and JetBlue, particularly in the emphasis on customer
For United, the current slogan has been used before and remains the company 's most prominent slogan that it has used throughout its history. While it has seen variations, such as "Let 's Fly Together," the current usage of its slogan hearkens back to its legacy, which is one value that many of its competitors like Southwest cannot provide. Thus, there is the value of the message itself in that it connects the act of flying with friendliness, but it also has the benefit of being a classic slogan that has been easily recognized for years. Because Southwest lacks United 's legacy, it takes a different approach: it intends to convey with its customer base that the values of the customer are also the values of the corporation. In this way, the Southwest slogan attempts to empathize with its …show more content…
While Delta Airlines falls even lower on the spectrum in both categories, notable for having some of the highest rates with the lowest quality of service, newer competitors like JetBlue and Southwest rank high in service and low in price, with Southwest achieving the best scores in both categories (Gursoy et al., 2005). This indicates that newer airlines such as Southwest and JetBlue have had to create aggressive strategies to compete with the legacy and brand recognition of other airlines such as UA, Delta and American Airlines (Detzen et al. 2012). While United has seemed to rely on its legacy alone to maintain its customer base, UA should adopt some of the strategies employed by Southwest and JetBlue, particularly in the emphasis on customer