Case 3 Differentiating in a commodity based airline ind

Case 3 Differentiating in a commodity based airline industry.Virtually all consumers are capable of searching for the lowest cost for transportation between two places on this planet (directly or indirectly). This makes it difficult for an airline to differentiate their offerings from other airlines and to make a profit in the process. Read:Marketing Excellence: Southwest Airlines (Chapter 14) pp 412 413Marketing Insight: Giving it all Away Ryanair (Chapter 14) pp 384 485Use this information as a springboard for your investigation and answer the following questions.How are the two companies similar and dissimilar in their approach to brand and differentiation?How are Southwest and Ryanair applying the concepts we have learned about regarding:Creating customer loyalty and satisfactionSegmenting and Targeting their marketsCreating and crafting their brandDealing with the competitionCrafting their product We will discuss pricing strategies in class but focus on other differences and similarities for this paper.
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