WestJet Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 12550

SWOT Analysis of WestJet Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

WestJet Airlines

Parent Company

WestJet Airlines Ltd





Tagline/ Slogan

Because owners care


Non-unionized company with over 8000 employees



Frequent airline travellers

Target Group

Middle class and upper middle class


Low cost carrier for Cost conscious customers

SWOT Analysis


1. Having the lowest airfare costs in Canada gives competitive advantage
2. Recipient of the Canadian Airline of the year award resulting in very high morale of employees
3. Strong brand image in Canada as offering a safe, customer focused and enjoyable air travel
4. Non-unionized labour force keeping costs and risk of labour disputes low

5. Good brand reputation and presence


1. Lack of many Trans-Continental flights
2. It does not provide any sort of first class seating which can be a factor for losing higher class travelers
3. Being a low cost carrier, in-flight entertainment and snacks are being compromised which is of concern to many passengers


1. Strategic alliances through code sharing and interline airline with American Airlines and Cathy Pacific will enable a strong network of operations and marketing
2. Leverage the user-friendly vacation planning site called WestJet Vacations


1. Fluctuating economy reduces demand
2. With increasing cost of fuel it will difficult to provide services at low fares
3. As WestJet expands internationally, it has to face competition from experienced and  well established airlines



1. Air Canada
2. American Airlines
3. Alaska Air group

The table above concludes the WestJet Airlines SWOT analysis along with its marketing and brand parameters.


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