Business Case Study: Westjet Case

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WestJet case MKTG 10625 Founded in 1996 by a team of Calgary entrepreneurs led by Clive Beddoe, WestJet Airlines Ltd’s original strategy was simple: offer low-fare, point-to-point air travel on Boeing 737 jet aircraft to customers across Western Canada. With 220 employees and three aircraft, WestJet originally offered service to five cities: Vancouver, Kelowna, Calgary, Edmonton, and Winnipeg. The company then added Victoria, Regina, and Saskatoon to its route network. In 1997, WestJet began service to Abbotsford/Fraser Valley, and in 1999, WestJet added Thunder Bay, Prince George, and Grande Prairie to its service area. In July 1999, WestJet became a publicly traded company and extended its airline service across Canada. In June 2000,…show more content…
In 2003, WestJet added service to the new markets of Halifax, Windsor, Montreal, St. John’s, and Gander. As the Canadian airline market evolved, WestJet looked to continue its growth and found an opportunity to expand its routes into the United States. Transborder service commenced in the fall of 2004 to the cities of Los Angeles, San Francisco, Phoenix, Fort Lauderdale, Tampa, Orlando, and New York, and service to Palm Springs began in 2005. With its focus on safety, high-efficiency structure, motivated personnel, and customer service, WestJet, is now the second largest airline in Canada flying to 35 Canadian and U.S. destinations as well as offering charter operations sun-destinations in the U.S., Mexico, and the Caribbean. By 2016, WestJet intends to be one of the five most successful international airlines in the world. The company believes it will achieve this goal by providing its guests with a friendly and caring experience that will change the air travel industry forever. According to Sean Durfy, President of WestJet, the company’s continued success will be based on offering a great customer service experience at a great value. ( See last section for information on WestJet’s legendary customer…show more content…
At the same time, the company continues to focus on keeping its costs low in order to continue to offer the low fares that its customers have come to expect while at the same time upgrading the services and amenities now demanded by many customers. This includes offering live seatback television, pay-per-view movies, more legroom, Web check-in, and Air Miles reward

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