3. INTRODUCTION
WestJet“By 2016, WestJet will be one of the five most
successful international airlines in the world
providing...guests with a friendly caring experience
that will change air travel forever.”
(WestJet’s Vision. WestJet, 2014)
13. PRIMARY STAKEHOLDERS
WestJet
Ø SELF-GOVERNING COMMITTEES (WestJet, 2012)
1. CGN Committee
2. SH&E Committee
3. People and Compensation Committee
GOVERNMENT
Ø INTERNATIONAL AIR AUTHORITY
18. Ø LARGE AND GROWING FLEET
Ø EXTENSIVE SOCIAL MEDIA PRESENCE
Ø ADVANCEMENTS IN IN-FLIGHT SERVICES
512,000
FACEBOOKLIKES
35,000
YouTubeSUBSCRIBERS
315,000
TWITTERFOLLOWERS
21,000
INSTAGRAMFOLLOWERS
SWOT ANALYSIS
WestJet
STRENGTHS
19. Ø DEPENDENCE ON BOEING AND BOMBARDIER as the
only suppliers
Ø FLEET LIMITATIONS
WestJet’s current fleet is … only able to fly between
Maritime provinces and Dublin, Ireland (Deveau, 2014)
SWOT ANALYSIS
WestJet
WEAKNESSES
20. Ø GROWING TOURISM INDUSTRY
Ø POSITIVE OUTLOOK ON CANADIAN AIRLINE INDUSTRY
The tourism transportation market is expected to reach $ 42.7billion
by 2017 (Euromonitor International, 2013)
SWOT ANALYSIS
WestJet
OPPORTUNITIES
12.9
$ billion19.7
$ billion
International
Air Transport
Association
forecasts
increase in
profit 2013 2014
(Heilprin, 2013)(Euromonitor International, 2013)
+7%
Passenger traffic
2017
22. SWOT ANALYSIS
WestJet
THREATS
Ø GOVERNMENT REGULATIONS
Ø COMPETITION
Ø FALLING CANADIAN DOLLAR
Every 1-cent drop in Canadian dollar knocks $14-million
from operating income for WestJet (Keenan, 2014)
30. TARGET AUDIENCE
WestJet
BRITISH
COLUMBIA
ALBERTA
ONTARIO
QUEBEC
Provinces with
highest Millennial
population
(Statistics Canada, 2013)
0.9M
0.8M
GEOGRAPHIC
2.9M
1.6M
32. TARGET AUDIENCE
WestJet
BRITISH
COLUMBIA
ALBERTA
ONTARIO
QUEBEC
Provinces with the
highest Millennial
population
(Statistics Canada, 2013)
0.9M
0.8M
GEOGRAPHIC
2.9M
1.6M
6.2M
Total
Millennial
popula=on
in
4
provinces
= all other provinces1.0M
45. PROMOTIONAL MIX
WestJet
STRENGTHS
Ø USERS OF PUBLIC TRANSPORTATION
Millennials consider public transit the most preferred
modes of transportation, as it allows them to multitask
and socialize while traveling (APTA, 2012)
Ø MILLENNIALS ARE VISUAL LEARNERS
Advertising allows the opportunity to create visually
aesthetic advertisements (Millennial Marketing, 2014)
PRIMARY TOOLS. ADVERTISING
46. PROMOTIONAL MIX
WestJet
PRIMARY TOOLS. INTERNET MARKETING
STRENGTHS
Ø COMPETITIVE EDGE ON SOCIAL MEDIA
Ø TECH SAVVY
83% have smartphones
98%
Millennials use
the Internet
(MTM, 2013)
75% - like,
retweet, or
share content
(The Case Foundation, 2013)
48. PROMOTIONAL MIX
WestJet
PRIMARY TOOLS. PUBLIC RELATIONS
STRENGTHS
Ø TRUSTING OF USER-GENERATED AND THIRD-
PARTY CONTENT (Bazaar, 2012)
LIMITATIONS
Ø RISK OF LOW ROI ON PUBLIC RELATIONS
EXPENSES (Know This, n.d.)
53. MESSAGE DESIGN
WestJet
1introduces the campaign
and the two Millennials
commercial 2highlights WestJet’s diverse
Canadian destinations
commercial
3will be reflective of the
Millennials’ experience
commercial
54. MESSAGE VEHICLES
WestJet
120spots
97.1% average weekly reach
23.3million general viewers
during primetime
from Sunday to Thursday
March, May, October
(CTV, 2013)
58. MESSAGE VEHICLES
WestJet
Ø MAIN TRANSIT HUBS AND ARTERIAL ROUTES OF
VANCOUVER
EDMONTON
CALGARY
MONTREAL
TORONTO
March, April, May
September, October, November
64. BUDGET
WestJet
TOTAL COST FOR THE DISCOVER
WITHIN ANNIVERSARY CAMPAIGN
NEWSPAPER
41%
SALES PROMOTION
TRANSIT
INTERNET MARKETING
PUBLIC RELATIONS
3%
8%
27%
15%
6%
TELEVISION
$4,915,000