$2\mathrm{.}1$ Learning Outcomes:

Analyze a marketing situation using SWOT analyses.

$2\mathrm{.}2$ 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$(8$th Edition$).$ McGraw$-$Hill Education, Digital Version: ISBN$13$: $978-1-260-71743-3.$

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$.$

$2\mathrm{.}3$ Test your Knowledge $($Question$)$:

Discussion Question #$1$: What are the strengths, weaknesses, opportunities, and threats resulting from Spirit$$s $$Bare Fare$$ strategy?

$2\mathrm{.}4$ Instructions

Answer the question in test your knowledge section.

Post your answer in the discussion board using