What is the Southwest business model and why is it so effective?

Please use the following as one of your primary references…

Kerin, R., & Peterson, R. (2013). Strategic marketing problems: Cases and comments (13th ed.). Upper Saddle River, NJ: Prentice Hall.

For this assignment, read the case study, “Southwest Airlines,” on page 479 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.

1. What is the Southwest business model and why is it so effective?

2. Is the “Continental Lite” and “Shuttle by United” achieving their objective of matching Southwest’s price and

service offering?

3. Compile a comparative analysis of two competing airlines to Southwest with respect to service and price.

4. How might Southwest react to the changes discussed in the “Tuesday Meeting” (last couple of paragraphs of


Your response should be a minimum of two pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

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