Week $2$: Interactive

Learning Activity

Week $2$: Interactive Learning

Activity

$2\mathrm{.}1$ 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 the discussion link below

$($Week$2$: Interactive learning

Discussion$)$