Abstract
The US airline industry, a mobility services market, has known on average a significant growth in the last three decades. The yield management, the increase of the customer purchasing power, deregulation of the airlines industry are some of the major facts that changed the sectors considerably. Although the activity cycle is due to economic situation and terrorist attacks, this market has shown some significant capacity to grow every year in a competitive situation.
We are going to respond to the problem: how can Southwest airlines maintain and develop its activity in the highly competitive airlines market?
In the first part, we are going to present the analysis of the market. We are going to show how the rivalry in the market is high. In the second part, we will focus on strategic alternatives for the company and then we will present our recommendation for the Southwest Airlines.
