West Jet Case Study Essay Example for Free

western Jet Case Study turn outStrengthsThe greatest strength of WestJet is their brand image. Through their superior client serve up, WestJet has become matchless of the most certain(p) brands as well as Canadas preferred airline. (Anonymous, 2011), (marketing weekly news, 2012) One of the most important strengths of WestJet is their cogency to provide low fares to consumers because of their low comprise structure. (Yannopoulos, 2011) A key strength for WestJet has been the ability to achieve achievement through and through a great corporate culture, and using Strategic hiring, training, and rewarding service oriented employees. They go steady the importance of top-down commitment by management. (Karp, 2011), (Ostrower, 2012), (Carr, 2011)WeaknessesBy only having unrivaled size of airplane, WestJet is restricted to subjugate of flight destinations. Consumers may find alternative options such as vaporiseing from the United States of America. (Sherlock,2012) An early (a) drawback of having one size of airplanes limits the capacity of locomoteers. (Karp, 2012)OpportunitiesThere will always be a reason for people to fly whether its for business or pleasure and they will always look for the lowest possible cost. In fact WestJet is actually seeing fewer empty set. (The Ottawa Citizen, 2012) Increase international growth by acquiring more Code sharing partners. (Sorensen, 2010), (Transportation origin Journal, 2012) By agreeing with Bombardier to include smaller turboprop airplane WestJet laughingstock expand into smaller domestic markets without the risk of having to increase fees. (Ostrower, 2012), (Cameron, 2012), (David, 2012)ThreatsWith transmission line Canada not performing so well, the Canadian government might allow foreign up-starts into the market. (Sorensen, 2012) Surface transportation (automobiles, buses, rail transportation) could take extraneous customers for short-haul trips. A recession might slow the amount of people travell ing. (Deveau, 2011) Price of oil could increase fees. (Cameron, 2012), (Deveau, 2011) awful weather could prevent travel to certain destination.Issues Analysis1. WestJet has been in the industry for over 15 geezerhood and has built its reputation giving customers great value by gloweringering low fares with exceptional customer service. 2. Face competition from Air Canada and surface transportation services. 3. With only three kinds of airplane, maintenance cost rest low but WestJet can only offer economy class and can only fly to limited destinations. 4. Even though Air Canada is the leader in this market, WestJet is the favorite among flyers because of their superior customer service and added features (i.e. Seatback TVs, Web check-in, more legroom, etc)Recommended AlternativesI suggest that WestJet go after the business traveler because this segment spends a lot of money and has a high frequency of flying. However, it should not ignore the seasonal or fooling traveler becaus e this is the segment does contribute to the growth of the company and has helped West Jet reach the level its at right now.Product* Air service to 76 destinations in Canada, the United States, Mexico, and the Caribbean. (PR Newswire Association, 2012) * Increase the size of their aircraft and add other international destinations such as cities in Europe and Asia. (Transportation Business Journal, 2012) * Expand to other domestic markets that eat up not been reached. (Ostrower, 2012)Place* Online* Travel AgenciesPrice* Prices transmute depending season, destination, and amount of seats remaining on the airplane* Domestic Flight (ex. Toronto to Montreal) $155 $200* Domestic Flight (ex. Toronto to Vancouver) $400 $ calciferol* US Flight (ex. Toronto to Orlando) $175 $400* Sun Destination (ex Toronto to Kingston, Jamaica) $250 $500 (All prices are quoted for the summer of 2012 through westjet.com)Promotion* Online* TV* Radio* Billboards* Sponsorship* Loyalty or Rewards platform s such WestJet Dollars. (Cropp, 2012), (Braidwood, 2012)Selection of the high hat AlternativesProductWest Jet should try to increase their market share by getting into the smaller domestic markets. With the promise with Bombardier to introduce a new set of smaller turboprops (propeller planes) that consumes less fuel and seats a demoralise amount of passengers is a great fit. This will help West Jet to keep their operating cost low and should keep fares low for the consumers as well.PlaceWeb booking and travel agencies are the best places to book a flight. Online gives the consumer convenience booking while travel agencies are good for those who prefer to express a person and/or are uncomfort adequate to(p) booking online.PriceAs mentioned above, prices do vary depending season, destination, and amount of seats left on the airplane. With the new smaller turboprops, West Jet should be able to maintain their low fares versus their competition.PromotionWith most people booking flig hts online, the best promotions should be right on the WestJet.com so that they can help drive traffic to their website. In addition, have special deals emailed to current story of customers or those who book a flight with WestJet.ConclusionI believe the greatest advantage that WestJet has is a positive image from both consumers and employees, they kind of go hand in hand. Because WestJet has great incentive program for their employees, it helps drive home the idea that great customer service is number one. When your front line workers (the ones that have the most interaction with your customers) are treated well and are recognized for their hard work, the company and customer both win. I think their model of low operating costs, between smaller hubs, with only one kind of airplane was a great strategy to get them where they are now. However, I can in vision in the next 10-15 years WestJet stepping up to include a larger airplane that can travel into more foreign destinations becau se long-haul flights generate the most amount of money.Work CitedCanadas most trusted brands in 2011. (2011). market, 116(6), 17-21. Retrieved from http//search.proquest.com/docview/920212383?accountid=3455Yannopoulos, P. (2011). Defensive and offensive strategies for market success. International Journal of Business and Social Science, 2(13), n/a.Retrieved from http//search.proquest.com/docview/904511236?accountid=3455Karp, A. (2011). WestJets VALUE PROPOSITION. Air Transport World, 48(1), 46-50. Retrieved from http//search.proquest.com/docview/839037396?accountid=3455Ostrower, J. (2012, May 02). Bombardier wins WestJet order for turboprop planes. Wall driveway Journal (Online), pp. n/a-n/a. Retrieved from http//search.proquest.com/docview/1010422700?accountid=3455WestJet WestJet is canadas preferred airline. (2012). Marketing Weekly News, , 1282. Retrieved from http//search.proquest.com/docview/964463239?accountid=3455Sorensen, C. (2010, May 31). READY FOR TAKEOFF WestJets big p lans to conqure air canada and then the world. Macleans, 123, 35-35. Retrieved from http//search.proquest.com/docview/757889199?accountid=3455Carr, D. F. (2011). Westjet cuts costs with crowdsourcing. Informationweek Online, , n/a. Retrieved from http//search.proquest.com/docview/896003391?accountid=3455WestJet ranks globally as a top 10 airline. (2012, Jul 10). Canada NewsWire, pp. n/a. Retrieved from http//search.proquest.com/docview/1024241175?accountid=3455Cameron, D., Pearson, D. (2012, Jul 09). Propeller planes, fueled by economics, take off at current oil prices, props make more sense for carriers than smaller jets. Wall Street Journal (Online), pp. n/a-n/a. Retrieved from http//search.proquest.com/docview/1024003999?accountid=3455Sherlock, T. (2012, Jun 18). Millions of canadians flying out of U.S. airports. The Vancouver Sun, pp. A.1. Retrieved from http//search.proquest.com/docview/1021240152?accountid=3455Airlines, aviation WestJet and korean air launch code-share agree ment. (2012). Transportation Business Journal, , 109. Retrieved from http//search.proquest.com/docview/1015618972?accountid=3455Deveau, S. (2011, Jan 20). Analysts split on investment merits of air canada vs. WestJet labour talks ahead. National Post, pp. FP.14. Retrieved from http//search.proquest.com/docview/846811799?accountid=3455Canada fewer empty seats at WestJet, air canada. (2012, Jul 06). The Ottawa Citizen, pp. E.3. Retrieved from http//search.proquest.com/docview/1024045691?accountid=3455