Marketing Communication Analysis of Southwest Airlines MG 685 March 1, 2006 COMPANY BACKGROUND Over 34 years ago, Herb Kelleher and Rollin King started Southwest Airlines with the simple notion of getting passengers to their destinations, when they want to get there, at the lowest fares, all the while making sure everyone has a good time. 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 (www.southwest.com). The synergy between their mission statement and the simple notion they began with accurately reflects how Southwest has positioned itself as one of the few profitable airlines in existence. Initially started as a small Texas airline, SWA has grown to become one of the largest airlines in America, flying more than 70 million passengers per year. Strictly utilizing the Boeing 737 aircraft, SWA operates 737 jets, and flies to 62 cities in 32 states. The fleet has an average age of nine years, and is noted......

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