Southwest Airlines has worked hard to develop a unique positioning among major air carriers. Its fleet, route structure, seating arrangements, in-flight amenities, pricing, and promotions combine to create a defensible "niche" in the market that other airlines find hard to copy. Southwest has achieved this level of competitive insulation through: Multiple Choice cost efficiency, focused segmentation and differentiation head-to-head competition with other major airlines offering exclusive international routes to popular destinations understanding the representativeness heuristic first-come, first-served seating arrangements