During the Time of Samuel, Why Did the People of Israel...

Essay 2 During the time of the judges, the land was full of corruption and sin. There was no king or legal authority in Israel and the people acted on what they thought was right and wrong. â€Å"In those days there was no king in Israel: every man did that which was right in his own eyes† (Judges 21:25). Samuel was Israel’s spiritual leader (priest), a prophet, and the last and most effective of the judges. God used Samuel to assist in the change of Israel’s government from a system of judges to kings. Samuel judged Israel until his death, saved them from the Philistines, and led them back to God. However, when Samuel grew old, he started appointing his sons as judges but they were corrupt (1 Samuel 8:1). All of the elders of Israel†¦show more content†¦Saul was anointed king and would only succeed as long as he followed God. God was Israel’s true king but they rejected Him and chose Saul as their first king. The people chose Saul as king because of his outward appearance and not because of his heart; he was tall and good-looking and looked like a king. â€Å"†¦Look not on his countenance, or on the height of his stature; because I have refused him; for the Lord seeth not as man seeth; for man looketh on the outward appearance, but the Lord looketh on the heart† (1 Samuel 16:7). It wasn’t until Saul defeated the Ammonites when all the people accepted him as king before the Lord at Gilgal. God granted Israel’s request for a king, but His commandments and requirements remained the same. Saul was ultimately rejected because he was disobedient to God’s word. He showed his disobedience in 1 Samuel 13:8-12 by offering up a sacrifice to God himself without waiting for Samuel. In 1 Samuel 14, Saul made a vow without thinking of the implications. His men were too tired to fight, they were so hungry that they ate meat that contained blood, which was against the Law. In addition, he also almost killed his son Jonathan. In 1 Samuel 15, God told Saul to destroy all Amalek, sparing nothing. However, Saul did not obey God’s command as he and his men stole money, sheep and the best cattle and did not kill King Agag. WhenShow MoreRelatedHow Kings First Rule The People If Israel After The Period Of The Judges990 Words   |  4 Pagesdiscuss how kings first come to rule the people if Israel after the period of the judges. I will examine the reign of each of the three kings. I will explain in detail how their kingdoms enjoyed prosperity when they were obedient to God but how their kingdoms collapsed when they turned from God. Although the prophet Samuel warned the people of Israel against the evils of kingship, the people of Israel did not heed his warnings. Ultimately, in 931 B.C. the rule of the kings of the united Israel would endRead MoreEssay on David and King Saul820 Words   |  4 Pagesï » ¿During the time of Samuel, why did the people of Israel desire a king? Why was Saul chosen, and, ultimately, why was he rejected? What attribute did David display that made him a better king than Saul? What sin did Solomon commit that ultimately led to the division of Israel after his death? The elders of the tribes come to Samuel and requested a king. They say that Samuel is too old and his sons are corrupt. They desired a king to â€Å"lead them† and to lead them and to go out before them and toRead MoreDifferent Administrations Of Leaders Throughout The Book Of 1 Samuel Essay2771 Words   |  12 PagesIntroduction The people of Israel had slowly removed themselves from the type of leadership and organization that was seen when Moses and Aaron were leading them. God was present with Israel during the days of Moses and Aaron and actively organizing Israel as a whole, but Israel always struggled with foreign and cultural gods within their nation (Leviticus 10; Numbers 2). God had to address their polygamous desire for gods multiple times (Genesis 35:2; Deuteronomy 32:6; Joshua 24:20; 1 Samuel 7:3). AlthoughRead MoreThe Old Testament : What Are The Fundamental Teachings This Amazing Story?1493 Words   |  6 Pagesany good story it is about unlikely heroes, kings, seers, nations rising up and falling. But though all the different turns it makes there is one key theme that can be seen throughout. Notably, it is that despite our many sins God s desires a personal relationship with his people. So how did it all begin? Well as it reads God created the heavens and the earth. He created every living thing that is in the universe and he created man, male and female did he create them. And he placed Adam and EveRead More The Lust For Power: How Politics And Personal Relations Become One2578 Words   |  11 Pagesnation of Israel. A period of prosperity, faithfulness and fearing God would almost always be followed by a period of destitution, lawlessness and idolatry. This recurring cycle can be linked to political authority, and the level of separation of political authority from other influences. The successful struggle for liberation under the leadership of Moses and the glorious conquest of Canaan under Joshua instilled a fresh breeze of hope and a renewed faith in God in the nation of Israel. GuidedRead MoreReview ?S2498 Words   |  10 Pagesindependently of the books of  Genesis,  Exodus,  Leviticus  and  Numbers, and the history of the  books of Chronicles; most of scholars followed all the way back or most of it to the  Babylonian exile, and put it with people rewording of both the Tetrateuch and  Jeremiah. The principles of  Deuteronomy  are that Israel must follow the Law, and gain God’s blessing or ignore it, get cursed, and be forced out of their homeland by Israel’s enemies.   4. In the book of Joshua, how is Joshua presented as the successor of MosesRead MoreAnalysis of the David-Bathsheba Story Essay1998 Words   |  8 PagesIntroduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 Thesis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 King David’s Raise to Fame†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Bathsheba the Wife of Uriah†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2-4 Uriah a Man of honor†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.4-5 King David Fall to Shame†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..5-6 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...6-7 Introduction We have heard the story of David and Bathsheba many, many times before; but have you ever thought of King David (man after God’s own heart) as being a sinful andRead MoreSeeking Good Council3703 Words   |  15 Pages1 Kings 12 - Rehoboam and Jeroboam A. Rehoboam and the division of Israel. 1. (1-5) the elders of Israel offer Rehoboam the throne of Israel. And Rehoboam went to Shechem, for all Israel had gone to Shechem to make him king. So it happened, when Jeroboam the son of Nebat heard it (he was still in Egypt, for he had fled from the presence of King Solomon and had been dwelling in Egypt), that they sent and called him. Then Jeroboam and the whole assembly of Israel came and spoke to Rehoboam, sayingRead MoreThe Story of Worship Essay6487 Words   |  26 PagesMarch 13, 2013 CONTENTS INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 I.) OLD TESTAMENT PRINCIPLES FOR WORSHIP Creation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Three Worship Wars†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Patriarchs†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.6 Books of History†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..9 Three Kings†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..9 II.) NEW TESTAMENT PRINCIPLES FOR WORSHIP Christ’s example†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 The Early Church†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...14 Revelation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...15 III.) PRINCIPLES LEARNED ABOUT WORSHIP FROM THE PSALMS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read More Murder in the Bible Essay5989 Words   |  24 Pagesthat command that people be killed for absurd reasons such as working on the Sabbath, being gay, cursing your parents, or not being a virgin on your wedding night. In addition to these crazy and immoral laws, there are plenty of examples of Gods irrationality by his direct killing of many people for reasons that defy any rational explanation such as killing children who make fun of bald people, and the killing of a man who tried to keep the ark of God from falling during transport. There

The Fight For Civil Rights - 1061 Words

The fight for civil rights was one of the most significant events of american history in the years of 1960. It was an era to struggle and to look forward for a better future. In that era American people witnessed the rise of the Red Power Movement. This movement was a way for Native American to get back some of their rights and pushing for more and more. There are two major aspects of the Red Power movement. The first one the political aspect which attempts to solve problems through the political process by taking a collective actions of planning and organizing political activities, demonstrations, and protest. And the second aspects is the cultural one which is a much more invisible movement among modern Indians to teach, learn and continue their culture. This is an ongoing phenomenon today. Also, There have been two types of Political Red Power; a tribal Red Power, and an organizational Red Power. The Red Power movement became increasingly evident through a series of organizational and tribal protests. Some day you re going to feel like Custer, Baby is typical of the Red Power outlook. An example of a Red Power activity was the seizure of Alcatraz Island in November 1969. Nearly one hundred Indians, led by college students such as Lehman Brightman and Sid Mills, seized the twelve-acre rock with the legal claim that an old Sioux treaty stipulated Indians could reclaim abandoned federal land, and Alcatraz Island is an abandoned federal penitentiary. So the goal ofShow MoreRelatedThe Fight For Civil Rights1602 Words   |  7 PagesThe fight for Civil Rights in the United States has had a long history of influencing college admissions decisions, especially at selective colleges and universities. Considering a large racial preference in college admissions in the decades immediately following the Civil Rights Act was acknowledged as important to remedying more than two centuries of racial discrimination. In today’s world, it is generally accepted that hav ing racially and ethnically diverse college campuses is desirable, butRead MoreThe Fight For Civil Rights And Equality1339 Words   |  6 PagesAmerica has come a long way in the fight for civil rights and equality. It has been a rocky road for people of all different races, especially for those of African American decent. It is hard to think about how over 100 years ago, African Americans had to live as slaves and had to put up with abuse, confinement, and had little to no freedom. They also faced an immense amount of discrimination, dating from the days of slavery to the mid 1900’s. It was an unfortunate situation that separated racesRead MoreThe Fight For Black Civil Rights1248 Words   |  5 PagesWhen any society says that I cannot marry a certain person, that society has cut off a segment of my freedom. - Martin Luther King Jr, 1958. This provocative statement, in reference to interracial matrimony during the fight for black civil rights in America is unfortunately on ce again significant, however this time in reference to marriage equality in Australia. The failure of the law to allow all couples regardless of sex to marry, and furthermore refusal to acknowledge marriages conducted overseasRead MoreBlack Power And The Fight For Civil Rights914 Words   |  4 PagesAround the mid- 1960s a movement called Black Power started to make way into America. Many African Americans who were frustrated with how the fight for civil rights was going (mostly youths) developed confidence and pride of their race and culture. This movement has many different definitions, but the image that sticks out is the radical militant side. One example of this group was the Nation of Islam that had a very charismatic figure head in Malcom X, who preached for separation from whites andRead MoreThe African American Fight For Civil Rights Essay2228 Words   |  9 PagesThe African American fight for civil rights has been a time-consuming conflict in the United States of Amer ica. More than 50 years after The Civil Rights Act of 1964 was signed, African Americans are still treated differently from their white peers. While some people believe that African American equality was solved with the election of Barack Obama as President of the United States of America, this is not correct. Ever since the election of President Barack Obama, unarmed African Americans are stillRead MoreMalcolm X : The Fight For Civil Rights2090 Words   |  9 Pagesbecause people thought that since he was willing to use violence, it meant that he was always physically attacking people, which he wasn’t. He struggled through a rough life since the day he was born. Malcolm X chose violence as his way to fight for Civil Rights because of his childhood that affected his religion which crafted his positive perspective on black power through violence instead of peaceful methods. Throughout Malcolm’s whole childhood he was exposed and treated with violence mainlyRead MoreRhetorical Analysis Of Ceesar Chavezs Fight For Civil Rights762 Words   |  4 PagesWhen caught in an injustice, protesters tend to use various strategies in attempt to successfully convey their opinions. In an article published by Cesar Chavez, he describes his fight for civil rights by using Martin Luther King Junior’s methods to show how violence fails to promote victory. Chavez appeals to his audience by using ethos, pathos, and allusion to highlight how nonviolence is more of an effective form of protesting. Cesar Chavez uses ethos by using similar characteristics as DrRead MoreAfrican Americans : Same Fight For The Civil Rights Act Of 19681921 Words   |  8 PagesKevyn Martinez Storytelling and Culture Doctor Jeri Burns Final Paper May 13, 2016 African Americans: Same Fight in a Different Time All through history, African Americans has been underrepresented in instruction, in the workforce, movies, and medical coverage. African Americans have been buckling down from the day they arrived this area, however, they have yet to achieve full representation in a large number of this country s leading organizations and society. For over hundreds of years, theyRead MoreAnalysis Of Fredrick Douglass s If There Is No Struggle 1395 Words   |  6 Pagesof people today view Fredrick Douglass as a civil rights activist because the things he has achieved and the way he has positively affected society. The People that are known for bettering society should have to make long term positive effects, or be part of a movement that is considered influential that people look back on today and change the world for the better. What some people saw as a huge problem in society is that not everyone had civil rights, This was something that some people thoughtRead MoreMartin Luther King Jr. And Tho reau s Civil Rights958 Words   |  4 PagesIdeals of Civil Disobedience Both Martin Luther King Jr. and Thoreau were inspirational individuals in the fight for civil rights. Each had a different situation in which they fought for civil rights, Thoreau focused on the wrong the government was denning civil rights. Whereas Martin Luther King Jr. fought for the civil equality rights of the black individuals. On another note, they also shared quite a few ideas about civil rights. Despite what differences they endured and what their ideas were

Southwest Airlines Harvard Case free essay sample

On February 1, 1973, Braniff International Airways announced that it was introducing a 60-day, half-price sale for flights between Dallas and Hobby, which is Southwest Airlines’ only profitable route. Southwest needs to determine how to respond to this threatening strategic pricing move by Braniff in order to continuously stay ahead of their losses, and possibly reduce or eliminate it further for that operating year. Situational Analysis 3Cs: Competition Before Southwest was established, two airlines were servicing the geographic market Braniff International Airways and Texas International (TI) Airlines. Though both provide intra-state transportation between the four fastest growing cities in Texas, they only â€Å"represented legs of much longer, interstate flights. †1 Services were, therefore, very poor for these routes as both focused primarily on their interstate flights. As such, an opportunity arose for Southwest from the stark and growing dissatisfaction of customers. At that point, Braniff held 86% of the market. Braniff International Airways As a carrier, prior to Southwest’s entry, Braniff held the most Dallas-Houston route traffic, averaging 483 passengers per day in each direction. We will write a custom essay sample on Southwest Airlines Harvard Case or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page However, â€Å"there was so much interline traffic that most of the seats were occupied by [interstate passengers]. While [they] had hourly service, there really weren’t many seats available for local passengers. People just avoided flying in this market. †2 In addition to this, its reputation for punctuality was very substandard that it was commonly known as the â€Å"World’s Largest Unscheduled Airline. †3 Braniff’s image in 1971 has changed from being fun, glamorous, and exciting to â€Å"a subtler, more conservative style†4 as they reduced advertising budget to $4 million, from more than $10 million in 1967. In 1967, Braniff serviced their greatest average number of daily local passengers of 416 out of 483 passengers (86. 1% of the market) with only one other competitor. In 1971, when Southwest entered the picture, Braniff had an average of 370 out of 603 passengers daily, reducing their market share to 61. 4%. In 1972, this was further reduced to 50. 1%, with only 384 out of 767 passengers flying with the company. Texas International Airlines Prior to Southwest’s founding, TI was one of the only two airlines providing intrastate flights for Texas’ cities. Compared to its competition, TI only held 24. 6% of the market in its best year since 1967, falling heavily behind when Southwest came in the picture. In contrast to Braniff, TI had an image of being â€Å"dull and conservative, with a bland image. †5 3C’s: Customer What the intrastate airline industry was catering to were mainly executives whose occupation required them to travel to Dallas, Houston, and San Antonio. They were mostly looking for on-time flights for the lowest fare possible (as trips only take around one hour) with airlines that have minimal cancellations and/or delays. Another very small market consisted of those who flew to these cities for other reasons, such as leisure, etc. They were mostly in the lookout for a transport service that gave them value for their money. 3C’s: Company What Southwest offered was a better air transportation service frequent, punctual and low fare. They catered to value-conscious consumers who were usually small business executives and who needed to travel conveniently to the different major cities in Texas. The Southwest brand displayed an ‘obviously fun’ image, focusing on using playful advertisements that usually revolve around the word ‘love. ’ This focus gives them an air of being customer-oriented, which is further fortified by their distributing (direct marketing not much on travel agents) and pricing strategies (offers lowest possible fare). This depiction provides the brand a sharp distinction with its competition. Evaluation of Alternatives PROS CONS 1. Follow suit by reducing fare to match Braniff’s price SW will make sure they remain competitive with Braniff for their most profitable route SW ensures that they service their current customers with the best price, thereby keeping with their â€Å"love† advertisements May be implemented immediately SW will potentially suffer financially: revenues may fall significantly due to the pricing cut SW may not be able to get as much passengers to counter the reduction If the above happens, SW will increase their already lowering losses 2. Do nothing no positive outcome SW will undoubtedly lose their customers to Braniff, at least for the duration of the half-price fare; although, it is most likely that they lose them altogether since sticking to their price may already hurt their â€Å"loving† relationship with their customers SW will lose their most profitable route, therefore lowering their revenues and increasing the pool of losses 3. Introduce additional services for the same (not half-priced) fare SW can safeguard a fraction of their customer base by adding services or promos as a rationale for keeping the same flight fare SW can use the platform to reignite their quirky advertising through the supplementary services they come up with May be implemented immediately The lower price fare would still attract majority of the passengers, especially for just an hour-long flight Unless SW figures a way to make the ‘complimentary’ services attractive enough for paying the full price, SW will look at significant losses in customers and revenues 4. Introduce new flight classes SW can offer an ‘economy class’ that have half-priced fares (thereby matching Braniff’s price), while offering ‘executive class’ for those still willing to pay the full price for certain perks, and possibly even a ‘premium class’ for those willing to pay more for certain services and perks This guarantees that SW stays in the playing field with Braniff, most especially in their most profitable route Feasibility problems: difficulty in in-flight orientation, changes in in-flight servicing SW will need to increase spending for certain services and the changes Takes time 5. Introduce loyalty program SW may be able to build a stronger, more loyal customer base that may stick with them through pricing wars with competition If properly implemented, it can become a powerful leverage against competition Builds long-term, profitable and mutually beneficial relationship with customers who matter May be expensive No assurance of degree of success Takes time Recommendations Given Southwest’s current financial situation, it would be best if alternative number 2 is scrapped completely, with the rest of the alternatives applied in phases. Since response is needed to be immediate, alternatives 1 and 3 can be implemented in conjunction as soon as possible. Combining both alternatives would increase the likelihood of success and reduce the impact of Braniff’s pricing promotion significantly more than implementing either on their own. More importantly, providing alternative 3 as an option for passengers to claim will not only somehow pad the possibility of being unable to reach the targeted number of sales via the half-price fare in order to, at the least, break-even, it can also become an avenue to reinforce the image of Southwest of being â€Å"fun. † For example, in relation to one of Southwest’s previous promotional antics, it can offer free-flowing alcohol for passengers who choose to pay the full fare. For the longer term, Southwest should also introduce new flight classes and loyalty programs. If successfully implemented, this would put them in a powerful market position wherein their profitability is not as hard to challenge and strain.