West Jet Case Study
WestJet Case Analysis | February 6
2012
| By: Abdu Dipersico |
Current Marketing Situation
Strengths
* Ranked as the second best airline in Canada * Ranked top employer and has the most admired corporate culture in Canada * Known for having customer-friendly culture and enthusiastic employees * Expanding year by year and adding more traveling destinations which include the United States and popular sun-destinations * Added more advanced, next generation, aircrafts * Set goals for 2016 to be 1 out of 5 most successful airlines in the world * Offer great customer service experience at great value, which will essentially attract more customers and help build on their goals of 2016 * Uses 1 aircraft type which is the Boeing 737; This reduces maintenance and training costs * Leveraged technology to reduce operating costs (which is 30% below its main competitors) which, sequentially, leads to offer customers low fares and convenient point-to-point air travel * Differentiating from competition by offering low-cost fares, comfort features, and good customer service which will all lead to a positive flying experience * 85% of WestJet employees own shares in WestJet, including front line employees who are authorized to make customer service decisions, which are essentially positive for the customer and the company. * Always looking to improve by monitoring and rating their customer service telephone representatives * Offers reward system, which is crucial to keeping loyal customers and ensures that their employees provide an excellent level of customer service * Toronto Pearson Airport serves as a main connection point in eastern Canada * Consistently growing business * Partnered with RBC and MasterCard for a reward program (Anonymous, WestJet reward programs take flight with launch of new WestJet RBC MasterCard and Frequent Guest Program, 2010) * Expanded network by adding 11 US and
2012
| By: Abdu Dipersico |
Current Marketing Situation
Strengths
* Ranked as the second best airline in Canada * Ranked top employer and has the most admired corporate culture in Canada * Known for having customer-friendly culture and enthusiastic employees * Expanding year by year and adding more traveling destinations which include the United States and popular sun-destinations * Added more advanced, next generation, aircrafts * Set goals for 2016 to be 1 out of 5 most successful airlines in the world * Offer great customer service experience at great value, which will essentially attract more customers and help build on their goals of 2016 * Uses 1 aircraft type which is the Boeing 737; This reduces maintenance and training costs * Leveraged technology to reduce operating costs (which is 30% below its main competitors) which, sequentially, leads to offer customers low fares and convenient point-to-point air travel * Differentiating from competition by offering low-cost fares, comfort features, and good customer service which will all lead to a positive flying experience * 85% of WestJet employees own shares in WestJet, including front line employees who are authorized to make customer service decisions, which are essentially positive for the customer and the company. * Always looking to improve by monitoring and rating their customer service telephone representatives * Offers reward system, which is crucial to keeping loyal customers and ensures that their employees provide an excellent level of customer service * Toronto Pearson Airport serves as a main connection point in eastern Canada * Consistently growing business * Partnered with RBC and MasterCard for a reward program (Anonymous, WestJet reward programs take flight with launch of new WestJet RBC MasterCard and Frequent Guest Program, 2010) * Expanded network by adding 11 US and
Bibliography: WestJet Announces the Launch of WestJet Vacations Inc. (2006). Marketwire. Anonymous. (2005). A380 - mind the hype. Aircraft Economics. Anonymous. (2009, july 8). WestJet adds 11 new U.S. and international destinations. Ottawa. Anonymous. (2009). WestJet adds 11 new U.S. and international destinations. Anonymous. (2010). WestJet reward programs take flight with launch of new WestJet RBC MasterCard and Frequent Guest Program. Author, U. (2005, july 14). Retrieved from CBCA: http://search.proquest.com.library.sheridanc.on.ca/cbcabusiness/docview/207449487/132F44727367F4A71CC/2?accountid=3455 Brousseau, D Deveau, S. (2008). WestJet in hard fight for corporate flyers; Inducements Key; 'Currently, no plans to add a business-class '. Gilmour, M. (2009). Tourism and Twitter a match made in cyberspace. Schmidt, L. (2006). WestJet to offer guest lounges. Teel, G. (2009). Recession turbulence thumps profits at WestJet. Postmedia news. Tibbetts, J. (2008). Airlines race to meet deadline for obesity policy; Canadian carriers consider asking morbidly overweight passengers for doctor 's note before providing extra seat.