Westjet Marketing Communication Analysis

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WestJet Marketing Communications Analysis

WestJet Marketing Communications Analysis

Table of Contents

Market Situation Analysis 1

Company Background 1

Market Share and Competitive Position 1

WestJet 1

Air Canada 3

Porter Airlines 4

Regional/Low-Cost Airlines 4

Cross-Border/International Routes 5

Brand History and Brand Loyalty 5

Brand Images 5

Marketing in Early Years 5

Brand Loyalty 8

S.W.O.T. Analysis 8

Strength 8

Weakness 9

Opportunity 9

Threat 9

Consumer Behaviour Analysis 9

Complexity 9

Involvement 11

Marketing Communications Objectives 12

Highlight of past communications objectives and achievements 12

Top-of-mind and Share of mind results 13

Description of current communications objectives 13

Rationale for why these were chosen 14

Link to consumer behaviour 14

Link to Brand or Store loyalty information 15

Link to competitive market position 15

Marketing Communications Budget 15

Description of the process used to define the budget 15

Critique of (rationale for) the proposed budget 16

Reference 17

Market Situation Analysis

Company Background

WestJet was founded in 1996 Clive Beddoe and a team of partners. They based the company on one defining principle - “just because you pay less for your flight, doesn't mean you should get less." Originally the company had only three aircraft, five destinations and 220 employees (or WestJetters). This has since grown to a staggering 126 aircraft, 88 destinations, and 9,700 employees. This coupled with one of the youngest fleets of Boeing 737 Next Generation aircraft (About, 2014) allows WestJet to serve its customers with lower maintenance or equipment costs.

WestJet’s communications strategy surrounds the idea that owner’s care. This shows that they base their quality of service on much more than their equipment but closely with the caring nature of their employees. This message has been recognized by a number of...