Table of Contents

Executive Summary 3
Current Challenge 3
Problem Statement 3

Situational Analysis 4
Assumptions 4
WestJet Analysis 4
Key Financial Data 4
Awards 5
Strengths & Weaknesses 5
Opportunities & Threats 6

Competitive Analysis 7
Target Market 8
Alternatives 9
Alternative 1 9
Alternative 2 9
Alternative 3 9

Solution and Implementation 10
Solution 10
Implementing the Plan 11

Course Concepts 12

Bibliography 13

Bibliography

Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L., & Gaudet, D. (2013). Marketing: An Introduction (5th Canadian Edition ed.). Upper Saddle Ruver, New Jersey, USA: Pearson Education Inc.

CAPA. (2010, October 6). Air Canada preparing for USD1bn in aircraft in 2013. Retrieved October 14, 2014 from CAPA Centre for Aviation: http://centreforaviation.com/analysis/air-canada-preparing-for-usd1-billion-in-aircraft-in-2013-36209

CAPA. (2014, October 14). Canadian airlines remain bullish that their domestic capacity growth is keeping pace with demand. Retrieved October 18, 2014 from CAPA Centre for Aviation: http://centreforaviation.com/analysis/canadian-airlines-remain-bullish-that-their-domestic-capacity-growth-is-keeping-pace-with-demand-190099

Deveau, S. (2013, February 2013). WestJet to launch Encore service in the west June 24. Retrieved October 12, 2014 from www.business.finacnialpost.com: http://business.financialpost.com/2013/02/11/westjet-to-launch-encore-service-in-the-west-june-24/

Eye for Travel. (2014, February 13). WestJet's social Christmas campaign: 'nothing short of astounding'. Retrieved October 20, 2014 from www.eyefortravel.com: http://www.eyefortravel.com/social-media-and-marketing/westjet’s-social-christmas-campaign-‘nothing-short-astounding’

Gordon, J. (2014, September 16). Westjet CEO says new bag fees will help it lower fares. Retrieved October 15, 2014 from Reuters: http://ca.reuters.com/article/domesticNews/idCAKBN0HB2Q620140916

Government of Canada. (2013, December 20). Statistics Canada. Retrieved October 19, 2014 from Government of Canada: