The purpose of this report is to represent a SWOT analysis for a WestJet Airlines Ltd. “SWOT is an acronym describing an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats.” These factors will determine the success or failure of any company. This WestJet SWOT analysis is done at the level of the entire organization and is a useful tool for understanding, decision-making and achieving company’s corporate goals and objectives.
Based in Calgary, Alberta WestJet was founded in 1996 by a team of Calgary entrepreneurs as a Western Canadian regional carrier with just a few aircrafts flying to five cities. Today WestJet is one of the most profitable airlines in North America offering scheduled service to 55 destinations in Canada, US, Mexico and Caribbean.
The mission of WestJet is to enrich the lives of everyone in WestJet’s world by providing safe, friendly and affordable air travel.
Opposite of strengths are weaknesses - attributes of the organization that impede achieving the objective. Knowing weaknesses of a company we can try to minimize them in order to succeed. WestJet as any other airline has its weaknesses as well as strengths. The goal of corporate executives and managers is not to totally eliminate all of the companies weeknesses but rather to attempt to minimize their effects.
Despite their affords to make their all-economy Boeing 737s more appealing including leather seats and satellite television- WestJet does not offer a business class. Having only one kind of jet - that is a medium range, single aisle, narrow body jet airliner Boeing 737- the company is limited regarding guest capacity (no more than 136 passengers) and range fully loaded (no further than 6200km).
This leads to another weakness which is their inability to fly long distances. This weakness is leaving Westjet behind its competitors as far as overseas travel goes. Its competitors can...
References: 1. Crane, F.G “Marketing, 7th Canadian Edition, 2006”, McGraw-Hill Ryerson, Canada.
May 06, 2009 Chris Sorensen Business Reporter
From The Canadian Press, May 5, 2009 - 11:29 a.m.
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