higher fuel costs
and a competitive environment of increasing âhidden fees.â Especially good responses may mention communications technology changes that offer substitutes for travel or other important changes. Response clearly and precisely describes the effect of these changes on Southwestâs marketing strategy as well as specific steps that Southwest has taken in response. The connections between the changes and the actions are described clearly and persuasively. Effective responses will vary
but may include making flying more fun (in response to fear of flying)
cost efficiency (in response to fuel costs)
and avoiding hidden fees (in response to competitor actions).