The paper 'Competitive Analysis of West Jet Airline" is a good example of a marketing case study. In this report, the challenges affecting West Jet Airlines will be identified using strategic and competitive analysis tools. Some of the indicators of these challenges will also be examined and the strategies employed in dealing with this challenge will also be discussed. The effectiveness of the strategy will also be evaluated using Lewin’ s change model. The report will conclude by discussing some of the ways the change indicators were identified and the justification of the change model chose. Contents West Jet Airline competitive analysis 1.0 Challenges facing West Jet Airlines As much as WestJet Airline is a very prominent airline sector, it is universally acknowledged that it is in competition with other well-established airline companies such as Jazz, Air Transat and Air Canada (Barbot, Costa & Sochirca 2008).
Additionally, beyond the Canadian jurisdiction, WestJet is believed to compete with an extensive number of American Airlines owing to the fact that they are in a better position to offer and provide lower costs transportation to different locations.
As a result, West Jet is able to call upon its differentiation strategy coupled with an integrated cost leadership strategy to ensure that it remains competitive as far as product pricing and customer service is concerned. Moreover, though other competition firms may be better placed to compete on price, it is acknowledged that WestJet boasts an advantage in regards to competition because of its unique customer service (Marakas & O'Brien, 2014). Besides, because some of the employees of WestJet possess or rather holds some shares in WestJet, they are believed to care much about the welfare of the airline which is evidenced by the manner in which they treat their customers and passengers. West Jet is undergoing environmental challenges just like other airlines (Min & Joo 2016).
Additionally, there are also challenges associated with security threats that have continued to hamper them since the September 11 2011 terror threat coupled with increasing fuel and oil prices that occurred due to the global financial crisis (Marakas & O'Brien 2014).
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