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Southwest Airlines" DRAFTNameStrategic ManagementTutor’s NameDateIntroductionFrom its humble beginning, Southwest Airlines faced stiff resistance in market entry from major carriers. The company leveraged on entrepreneurial management and innovative marketing to gain a foothold in the aviation market. One of the strategies responsible for the success of Southwest Airlines is providing solutions to real needs in unconventional means, these included introduction of peak and off peak pricing structure which quickly became industry standard. The company aligned its strategies to its meagre resources and converted its weaknesses into attention grabbing marketing gimmicks. The strategy of increasing the size of the airline industry by serving the underserved low cost market served the company very well in fending off competition from established airlines CITATION AAT16 \l 7177 (Thompson, Peteraf, Gamble, & Strickland, 2016). By 1981, Southwest Airlines was a sizeable airline and by 2013 Southwest had become the market share leader in domestic air travel with 41 consecutive profitable years. The company has earned several awards from respectable sources for excellence in branding and aviation services. SWOT AnalysisStrengthsA combative can-do-it corporate culture ingrained through a long fight to survive and