Strengths

The greatest strength of WestJet is their trade name image. Through their superior client service. WestJet has become one of the most sure trade names every bit good as Canada’s preferred air hose. ( Anonymous. 2011 ) . ( marketing hebdomadally intelligence. 2012 ) One of the most of import strengths of WestJet is their ability to supply low menus to consumers because of their low cost construction. ( Yannopoulos. 2011 ) A cardinal strength for WestJet has been the ability to accomplish success through a great corporate civilization. and utilizing Strategic hiring. preparation. and honoring service oriented employees. They understand the importance of top-down committedness by direction. ( Karp. 2011 ) . ( Ostrower. 2012 ) . ( Carr. 2011 )

Failings

By merely holding one size of aeroplane. WestJet is restricted to figure of flight finishs. Consumers may happen alternate options such as winging from the United States of America. ( Sherlock. 2012 ) Another drawback of holding one size of aeroplanes bounds the capacity of circulars. ( Karp. 2012 )

Opportunities

There will ever be a ground for people to wing whether it’s for concern or pleasance and they will ever look for the lowest possible cost. In fact WestJet is really seeing fewer empty seats. ( The Ottawa Citizen. 2012 ) Increase international growing by geting more Code sharing spouses. ( Sorensen. 2010 ) . ( Transportation Business Journal. 2012 ) By holding with Bombardier to include smaller propjet aeroplane WestJet can spread out into smaller domestic markets without the hazard of holding to increase fees. ( Ostrower. 2012 ) . ( Cameron. 2012 ) . ( David. 2012 )

Menaces

With Air Canada non executing so good. the Canadian authorities might let foreign up-starts into the market. ( Sorensen. 2012 ) Surface transit ( cars. coachs. inveigh transit ) could take away clients for short-haul trips. A recession might decelerate the sum of people going. ( Deveau. 2011 ) Monetary value of oil could increase fees. ( Cameron. 2012 ) . ( Deveau. 2011 ) Bad conditions could forestall travel to certain finish.

Issues Analysis

1. WestJet has been in the industry for over 15 old ages and has built its repute giving clients great value by offering low menus with exceeding client service. 2. Face competition from Air Canada and surface transit services. 3. With merely three sorts of aeroplane. care cost remain low but WestJet can merely offer economic system category and can merely wing to limited finishs. 4. Even though Air Canada is the leader in this market. WestJet is the favourite among circulars because of their superior client service and added characteristics ( i. e. Seatback TVs. Web check-in. more legroom. etc )

Recommended Options

I suggest that WestJet go after the concern traveller because this section spends a batch of money and has a high frequence of winging. However. it should non disregard the seasonal or occasional traveller because this is the section does lend to the growing of the company and has helped West Jet reach the degree it’s at right now.

Merchandise:

* Air service to 76 finishs in Canada. the United States. Mexico. and the Caribbean. ( PR Newswire Association. 2012 ) * Increase the size of their aircraft and add other international finishs such as metropoliss in Europe and Asia. ( Transportation Business Journal. 2012 ) * Expand to other domestic markets that have non been reached. ( Ostrower. 2012 )

Topographic point:

* Online
* Travel Agencies

Monetary value:
* Monetary values vary depending season. finish. and sum of seats left on the aeroplane
* Domestic Flight ( ex. Toronto to Montreal ) $ 155 – $ 200
* Domestic Flight ( ex. Toronto to Vancouver ) $ 400 – $ 500
* US Flight ( ex. Toronto to Orlando ) $ 175 – $ 400
* Sun Destination ( ex Toronto to Kingston. Jamaica ) $ 250 – $ 500 ( All monetary values are quoted for the summer of 2012 through westjet. com )

Promotion:
* Online
* Television
* Radio
* Billboards
* Sponsorship
* Loyalty or Rewards plans such WestJet Dollars. ( Cropp. 2012 ) . ( Braidwood. 2012 )

Choice of the best Options

Merchandise:

West Jet should seek to increase their market portion by acquiring into the smaller domestic markets. With the understanding with Bombardier to present a new set of smaller propjet ( propeller planes ) that consumes less fuel and sit a lower sum of riders is a great tantrum. This will assist West Jet to maintain their operating cost low and should maintain menus low for the consumers every bit good.

Topographic point:

Web engagement and travel bureaus are the best topographic points to book a flight. Online gives the consumer convenience booking while travel bureaus are good for those who prefer to talk a individual and/or are uncomfortable booking online.

Monetary value:

As mentioned above. monetary values do vary depending season. finish. and sum of seats left on the aeroplane. With the new smaller propjets. West Jet should be able to keep their low menus versus their competition.

Promotion:

With most people booking flights online. the best publicities should be right on the WestJet. com so that they can assist drive traffic to their web site. In add-on. have particular trades emailed to current base of clients or those who book a flight with WestJet.

Decision

I believe the greatest advantage that WestJet has is a positive image from both consumers and employees. they sort of go manus in manus. Because WestJet has great incentive plan for their employees. it helps drive place the thought that great client service is figure one. When your front line workers ( the 1s that have the most interaction with your clients ) are treated good and are recognized for their difficult work. the company and client both win. I think their theoretical account of low operating costs. between smaller hubs. with merely one sort of aeroplane was a great scheme to acquire them where they are now. However. I can in vision in the following 10-15 old ages WestJet stepping up to include a larger aeroplane that can go into more foreign finishs because long-haul flights generate the most sum of money.

Work Cited

Canada’s most sure trade names in 2011. ( 2011 ) . Selling. 116 ( 6 ) . 17-21. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/920212383? accountid=3455

Yannopoulos. P. ( 2011 ) . Defensive and violative schemes for market success. International Journal of Business and Social Science. 2 ( 13 ) . n/a.
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Karp. A. ( 2011 ) . WestJet’s VALUE PROPOSITION. Air Transport World. 48 ( 1 ) . 46-50. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/839037396? accountid=3455

Ostrower. J. ( 2012. May 02 ) . Bombardier wins WestJet order for propjet planes. Wall Street Journal ( Online ) . pp. n/a-n/a. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/1010422700? accountid=3455

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Sorensen. C. ( 2010. May 31 ) . READY FOR TAKEOFF: WestJet’s large programs to conqure air Canadas and so the universe. Maclean’s. 123. 35-35. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/757889199? accountid=3455

Carr. D. F. ( 2011 ) . Westjet cuts costs with crowdsourcing. Informationweek – Online. . n/a. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/896003391? accountid=3455

WestJet ranks globally as a top 10 air hose. ( 2012. Jul 10 ) . Canada NewsWire. pp. n/a. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/1024241175? accountid=3455

Cameron. D. . & A ; Pearson. D. ( 2012. Jul 09 ) . Propeller planes. fueled by economic sciences. take off ; at current oil monetary values. props make more sense for bearers than smaller jets. Wall Street Journal ( Online ) . pp. n/a-n/a. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/1024003999? accountid=3455

Sherlock. T. ( 2012. Jun 18 ) . Millions of Canadians winging out of U. S. airdromes. The Vancouver Sun. pp. A. 1. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/1021240152? accountid=3455

Airlines. air power ; WestJet and Korean air launch code-share understanding. ( 2012 ) . Transportation Business Journal. . 109. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/1015618972? accountid=3455

Deveau. S. ( 2011. Jan 20 ) . Analysts split on investing virtues of air Canadas vs. WestJet ; labour negotiations in front. National Post. pp. FP. 14. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/846811799? accountid=3455

Canada ; fewer empty seats at WestJet. air Canada. ( 2012. Jul 06 ) . The Ottawa Citizen. pp. E. 3. Retrieved from hypertext transfer protocol: //search. proquest. com/docview/1024045691? accountid=3455