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Soutwest Aa Essay

1722 words - 7 pages


Southwest airlines es una compañía low cost de transporte aéreo de pasajeros fundada en el año 1967 por Rollin W. King.
King detecta una verdadera necesidad de mejorar el servicio aéreo dentro del Estado de Texas debido a la carencia de buen servicio prestado por las aerolíneas de aquel entonces.
Existen dos aerolíneas principales que serán nuestra competencia:
* Braniff: 69 aviones, 256 MM de USD facturación y 5,6 MM de pasajeros
* Texas International: 45 aviones, 32 MM de USD facturación y 1,5 MM de pasajeros
En 1968 Southwest obtiene el Cerificado que le permite prestar servicios aéreos dentro del Estado, entre Dallas/ Fort Worth, ...view middle of the document...

Al final, y gracias a una mala previsión de Boeing, ésta se ve obligada a realizar una importante oferta económica por aviones 737, con lo que termina con un pedido de 3 aviones nuevos y un cuarto que sería comprado con posterioridad.
Las necesidades ahora se centraban en la necesidad de completar capital necesario para poder soportar los déficits de los primeros momentos. A estos fines entre marzo y junio de 1971, la compañía consiguió cerca de 8 MM de USD por la venta de obligaciones convertibles y por acciones.
Posteriormente se diseña el plan operativo inicial en función de la disponibilidad de los aviones con una primera fase de operación con vuelos en ambos sentidos cada 75 minutos entre Dallas-Houston (ruta principal que se cubriría con dos aviones) y cada 2h 30 minutos vuelos en ambos sentidos entre Dallas-San Antonio (esta se cubriría con el tercer avión disponible). Para la planificación operativa se tiene en cuenta los tiempos de vuelo y los tiempos de preparación del avión en cada final de trayecto.
En cuanto a la política de precios se estableció en base a las necesidades de cubrir el presupuesto de puesta en marcha y los gastos de operación. Teniendo en cuenta el potencial del mercado consideraban razonable disponer de un promedio de 39 pasajeros por vuelo y llegaron a la conclusión de que su tarifa sería de 20 USD por pasaje (alrededor de un 10% más barata que la competencia).
Para llevar a cabo la campaña de publicidad contrataron los servicio de Bloom, una importante agencia publicitaria con sede en Dallas. Bloom llevó a cabo una excelente campaña de comunicación que establecía una clara diferenciación de Southwest frente la competencia. El enfoque era presentar a Southwest como una compañía juvenil, llena de vitalidad, estimulante, amistosa, eficiente, dinámica… y de bajo coste.
Tanto los colores del avión como la ropa de las azafatas era muy innovadora, con colores vivos lejos de los tradicionales negro sobre blanco, con el fin de dar un aspecto alegre y animado.
El presupuesto que disfruto Bloom en el primer año fue de 700.000 USD.
Después de las primeras acciones de Southwest la reacción de los competidores fue igualar los USD 20 del billete simple en ambos trayectos.
La primera guerra de precios propició unos resultados iniciales de Southwest poco afortunados, entre el 18 y 30 de junio la media de pasajeros fue de 13,1 en Dallas/Houston y de 12,9 en Dallas/San Antonio, lejos de los 39 pasajeros de media que se necesitaban para el equilibrio. La conclusión aparente era la necesidad de un cuarto avión que completara el servicio y aumentase el número de pasajeros. En septiembre de 1971 llega el cuarto Boeing 737 y en 1 de octubre se inaugura el servicio de Dallas/Houston cada hora.
A finales de 1971, el déficit acumulado de la compañía era de USD 3.750.000
Una ventaja competitiva de Southwest era la preocupación por la calidad de servicio a sus clientes. Regularmente se solicitaba la opinión a los pasajeros (sus...

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