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Week 2: Interactive Learning Activity
2.1 Learning Outcomes:
• Analyze a market
Week 2: Interactive Learning Activity
2.1 Learning Outcomes:
• Analyze a marketing situation using SWOT analyses.
2.2 Action Required:
• Chapter Name: Read Ch-2 “Developing Marketing Strategies and a Marketing Plan” from the text book- Dhruv Grewal and Michael Levy (2020) “Marketing” (8th Edition). McGraw-Hill Education, Digital Version: ISBN13: 978-1-260-71743-3.
• Reading Title: Spirit Airlines: Home of the Bare Fare
Read the following:
Spirit Airlines is an unusual airline; although often cited as the most hated airline in the US, it is also one of the fastest growing airlines in the world. How is that possible? Spirit competes as an ultra-low cost carrier (ULCC), and does so by unbundling extra services from its basic fare. As a result, things that other airlines include in their prices (for example, carry-on bags) cost extra on a Spirit flight. This approach allows Spirit Airlines to keep prices low, attracting a different type of customer who values price above comfort and amenities. Spirit’s low price is a key strength of its strategy; a key weakness is that many first-time customers do not understand, and are therefore surprised and angered by, this unbundling strategy when they arrive at the airport and find that additional fees are due for services they typically receive at no cost.
2.3 Test your Knowledge (Question):
• Discussion Question #1: What are the strengths, weaknesses, opportunities, and threats resulting from Spirit’s “Bare Fare” strategy?
2.4 Instructions
• Answer the question in test your knowledge section.
• Post your answer in the discussion board using the discussion link below
(Week2: Interactive learning Discussion)
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