Southwest Airlines (LUV)) Message Board

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Non-Tech : Southwest Airlines (LUV))

LUV 32.46

+3.0%

Nov 7 9:30 AM EST

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To: Geoff Trachtenberg who wrote (8)	10/2/1996 3:53:00 PM
From: walt kochan	of 299

Living in the West, I may see a different side of LUV than most. Airfares are very competitve in the West. Carriers like Alaska, United and Reno will all match LUV on price. For some consumers, the service, like frequnet flyer programs, advance seat assignment, first class upgrades, that these other carriers offer will cause them to get the sale. Southwest's biggest assets are frequency, a big advertising budget, and a general perception that they have the best price. Alaska Airlines has very successfully fended off Southwest in the Pacific Northwest even when Southwest created $19 fares for 600 mile trips. Southwest pluses are that there are tons of markets that do not yet have service by Southwest. This is what is happening in Florida. Hard to call what future may hold. Southwest has a 25 year old product.

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