1.

South-western US and some parts in South East

2. Customers seeking value in less cost- Small scale business executives
3. Low fare travel
4. Shorter distance flights
5. Point to point in line with cost to cover instead of Hub and Spoke system

Arena 1. Market growth by

increasing number of flyer
2. Fully refundable tickets,
1. Strategy of no advance booking
Conservative Growth ->: needed
Expanding business by 3. No change fee for the
Economic
increasing number of Staging Logic
Vehicles change in flight
flights in the current 4. Expanding business by
route (85%) incresing number of flights
2. They grow via in the current route (85%)
expanding to a new route 5. Contracts with the
->: mostly opportunity Different
iators
airport authorities
driven

1. Focus on family fun (in flights between 10 AM to 6 PM)

2. Landing on small uncongested airports
3. Lower turn time ; 4. Point to point route
5. No direct transfer of baggage ; 6.Good employee relations
7. Trained staff ; 8. Ticketing done by own
 Economic Logic
Arena

Economic
Staging Logic
Vehicles

Different
iators

1. short haul flights

2. Flight frequency of one aircraft is more than the long haul flight
3. They adopted the logic that punctual flights in shorter haul will cost more
than the revenue earned through long haul flights which could be 10 to 15
minutes delayed.
4. Efficient cost control policies
5. Consistency in operations across locations (Friendly people,good weather in
the South west US)